Case Study: 7 FOR ALL MANKIND achieves 21x revenue-per-user lift with Custora's predictive affinity segmentation

7 for all Mankind realized a 21x lift in revenue per user using custora's affinity segmentation

7 For All Mankind is a premium denim brand founded in Los Angeles in 2000 that launched a new lightweight b(air) denim line in Fall 2016. The marketing team wanted to promote the Spring 2017 collection by email but needed to avoid blasting their entire 225,000‑member file and instead find the customers most likely to buy b(air) jeans.

Using Custora’s predictive affinity segmentation, 7FAM identified a 10,000‑customer target (past b(air) buyers and those predicted to convert) and ran a test against a control and the rest of the file. The target segment drove $4.21 revenue per user vs $1.67 in the control (2.5x) and produced more b(air) sales in the first 48 hours than the other ~200,000 customers, delivering a 21x lift in revenue per user versus the rest of the email list. As a result, 7FAM now sends b(air) emails only to high‑affinity customers, improving relevance and overall revenue.

7 for all Mankind