2 minute read
Brand History 02- Target Audience
History
The brand in its current state is the brainchild of London born Bukki Ojo. Having already had large amounts of success in her career, Bukki went on to develop Seventh Stores off the back of one of her existing businesses.
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Having studied Visual Arts and design at the Britschool, Ojo took a gap year before going to uni and decided to enter the world of full time employment. It was during this time, while working at Topshop, that Ojo spotted a gap in the market and set out creating reworked vintage items with African fabrics under the label Bukki. The brand received resounding success and was stocked by Topshop and Asos. However the success was short lived, as retailers stopped their orders during the summer months. It was during this time that Ojo’s mother encouraged her to go to university and learn how to properly run a business. However having had no university experience and wanting to participate in a masters degree, Ojo had to fight for her place. This led to her securing a place at the London College of Fashion to study a Masters degree in Fashion Entrepreneurship and Innovation.
While at university, Ojo began to resell her old vintage stock from her first business at Camden market. Sales took off and a business began to develop. The stall became so popular that Ojo was able to buy a physical store for the business in Shoreditch in 2019 and named the business 90zback. Shortly after this Ojo decided that vintage resale, wasn’t the business she wanted to develop and set about creating her own line. Two years later Seventh Stores was developed with Emmanuel Duru as creative director. Both Ojo and Duru are the main forces behind the brand, with key brand pillars representing that of community, home and quality. Bukki Ojo Founder
Emmanuel Duru Creative director
BDMWILLIS
Target Audience
Age: 16-65+ year olds. However, this isn’t a depending factor. All products are ageless and quality can be appreciated by all despite brand marketing, and messaging, catering towards a more youthful demographic.
Gender: Genderless. Core collections have been created to be unisex. All products have are unstructured and feature genderless silhouettes and functions.
Location: London centric due to the positioning of the flagship store. International customers come through social media reach and online presence.
Key Values: Rest, quality and community. The entire brand has been built around creating it’s own unique style and fanbase, which is loyal to both product and ideology.
