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2020-08-14

Game responds to consumer needs – introduces style essentials

Game today (14/08/2020) launched its clothing range, called ‘Stylessentials’, in 22 stores across the country, giving customers the opportunity to access quality garments at unbeatable value. This is as customers actively seek value alternatives for essential items like clothing amidst turbulent economic times.


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“We have identified a gap in the market for seasonally- relevant casual wear that is designed with the South African consumer in mind – and have taken into account customer feedback and market trends in this regard. Importantly, this range will be size-inclusive and focused on providing comfort and value, while ensuring our customer looks and feels their best,” explains Andrew Stein, VP for Game.

Stylessentials will replace Game’s Fresh and Frozen offering as part of the retailer’s turnaround strategy and will be available in all 122 stores across South Africa by July 2021. The ladies and men’s ranges will feature casual wear basics such as t-shirts, vests, shorts, jeans, and athleisure, while the children’s range will feature some much-loved movie and cartoon characters. The range will also include essentials such as socks and underwear.

Deloitte’s ‘Consumer insights pre- and during lockdown’ report, released in May 2020, found that customers are more price conscious in the current environment, but also that they are judging brands on how well they are serving customer needs during this crisis.

“Customers are looking to shop more responsibly,” says Stein. “They are looking to shop closer to home, less frequently, and spend less time in the shops or the mall in order to keep themselves and their families safe. Game recognises this and is ensuring that our customer can shop all their essential needs under one roof, while also getting the quality and pricing that suits their needs during this difficult time.”

Game is working with local suppliers and manufacturers wherever possible to ensure that the ranges appeal to and are designed for the South African consumer. “While 90% of the range is sourced from local suppliers, about 25% of the range is locally manufactured. We would like to increase the percentage of locally-manufactured items as we progress with this offering, to ensure that we play our role in the support of local small businesses,” explains Stein.

“Our supply chains are solid and reliable, and we have a strong team of buyers on board. We have introduced the range in a couple of stores already, and this has been received well by our customer base in those areas. We are expecting a positive result in terms of our revenue streams from Stylessentials in the next year, as the range replaces our Fresh and Frozen offering,” Neville Hatfield, Vice President of Merchandise concludes.

Stylessentials are currently available in store only, however, Game is looking into the possibility of expanding the range to be part of its online offering in future. The range is currently available in the following Game stores:
Game Wonderpark
Game Westgate
Game Mitchells Plain
Game Vaal
Game Clearwater
Game Fourways Mall
Game Baywest
Game Gateway
Game Kolonnade
Game Johannesburg City
Game Soweto
Game Greenacres P.E.
Game Menlyn
Game Alberton
Game Boksburg
Game Canal Walk
Game Mall of Africa
Game Somerset West
Game Amanzimtoti
Game Mall at Reds Centurion
Game Queenstown
Game Cresta
Game Gilwell





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