Firstly let me say to Cotton On congratulations you have achieved amazing progression in a foreign country and taught the local retailers a lesson in thier back yard!
Cotton On is a global brand with its roots in Australia. In 2011 it opened its first store in South Africa with a range of merchandise and price points the local consumers fell in love with. It was not long before the rapid expansion started, into top malls dominating the young fashion gap missed by SA retail stores such as Mr Price, Foschini, Edgars and Truworths.
To move from the first store in 2011 to 153 stores at the end of 2015 is a remarkable feat and has certainly embarrassed the local fashion stores who did not have the foresight to see the gap and block it. Not only has this new business taken over this market segment but it has made its flagship store in Sandton City not only the top performer in South Africa, but the top performer globally.
The Sandton store along with V&A waterfront and Gateway feature in the top ten Cotton On stores in the world, with Gateway 2,400 square meters being the largest store in the group.
The rapid expansion has seen sister chains such as Factorie, Typo, Cotton On Body, and Cotton On Kids open along side the Mother brand and also make a mark with consumers who have taken to each concept assisting the success and further roll out.
The product is reasonable quality for the price and the buy two garments for a price strategy certainly helps move units.
To the local SA fashion retailers I say you have missed a trick and it’s very difficult now to stop the onslaught.
Enjoy your shopping.
