Game fulfils gap in SA clothing market

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Almost two years after relaunching its ‘Stylessentials’ clothing range as part of its turnaround strategy, Game reports having sold over 2.5 million items of clothing – as local customers continue to seek value alternatives for essential items amidst turbulent economic times.
Stylessentials replaced Game’s Fresh and Frozen offering in August 2020 and is now available in all Game stores across the country. “We identified an important gap in the market for seasonally- relevant casual wear designed with the South African consumer in mind,” explains Andrew Stein, Vice President of Game. “Our customers have, and continue to, respond incredibly well to our offering, which includes basics and essentials for adults, children and babies.”
The retail reports that its bestselling items include:
– ladies leggings
– unisex hoodies
– men’s t-shirt
– ladies cycle shorts
– men’s active tees
– 3 pack socks
– kid’s tracksuit sets
“More recently, as we move into the winter months, children’s tracksuits have been selling incredibly well, as parents look for practical and cost-effective winter apparel,” says Stein.
The retailer has also worked to increase the number of local suppliers, increasing this to 64% from 54% in 2020. The retailer is also working to have a portion of its best-selling clothing items loaded on its refreshed website in the coming months– offering shoppers added convenience when looking to buy their seasonal essentials.
“We are excited about the performance of our Stylessentials range, especially considering South Africa’s clothing market is well-established. We have a powerful team of buyers working to ensure we remain in line with trends, while serving the needs of our customers for each season,” says Stein.