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Cotton On Group itself has evolved prettily: Founder Nigel Austin started trying to convince the residents of Geelong, near Melbourne in Australia, to cotton on to his sartorial ideas in , selling denim jackets from the boot of his car. His supplier happened to be his father, a clothing wholesaler. After interest in his product started to pick up, Cotton On was officially established in and today, Cotton On Group has more than 1, stores in 19 countries and 11 e-commerce sites in seven countries.
Mr Austin, 47, remains at the helm of the group. Singapore, where the company's regional headquarters is located, has the highest concentration of Cotton On stores in the world - one store per 9 sq km. In Hong Kong there is only one store per sq km. Singapore now represents about 17 per cent of the group's business. He describes the country as "the place that forced us to get better because of the competition we were up against".
Mr Andrew Woolcock, 37, who joined the group a decade ago and has served as Asia country manager since last year, says it overcomes this by listening closely to the customer, especially when it comes to demand for trends and value. Singapore customers are much more trend-oriented than the ones in Australia, where the group has stores, he says, so getting new, on-trend designs quickly into stores is a priority here. For example, dresses were not popular items here in the last two seasons, but this season, some new cuts and jersey knit materials were strongly received, so dresses at the moment make up "a third of our footprint within womenswear", he says.
When it comes to day-to-day operations, it is also about being able to react quickly to consumer demand. For instance, during the Formula One period, Suntec City's Cotton On megastore - the largest, at more than 14, sq ft - has increased the number of stock deliveries to ensure that popular items are always in stock. Such customer engagement, Mr Woolcock believes, is behind the group's success, enabling it to expand at a time when there have been "closures of other brands" and "the retail index is down around 12 or 13 per cent for Singapore".
As for further expansion, he says the way forward will be to turn existing stores into megastores, not about opening more stores in more locations. The next big thing is to allow customers to put their own stamp on items - in line with the wave of customisation offerings on the market.
Brands ranging from Prada and Gucci to Nike and Converse have been offering customers the option of personalising their bags, shoes and apparel.
In November, Cotton On megastores at Suntec City, VivoCity, Somerset and Bugis Junction will jump on the bandwagon, offering pop-up vinyl printing, hot stamping and embroidery services for certain products at no additional charge. We want exclusivity, but we want it at a value price point," Mr Woolcock says of the move. Last Thursday, at the opening of the Jurong Point megastore, shopper May Du, 26, picked up two shirts and two hats.
The business development executive, who lives in the area, says she enjoys the variety of products at the megastore, which houses Cotton On, Cotton On Kids and Rubi. Cotton On's licensed graphic T-shirts featuring pop-culture icons, such as Star Wars' Yoda above , The Muppets or band logos, are immensely popular here.
Singaporeans snapped up one million of them between July last year and June this year. Add extra fun to pool time with the kids with these adorable patterned shorts, which change colour when wet. The shorts come in two colours. Those who like Mickey Mouse should find this backpack a burden easy to bear. Slides are in and why not? Healthy Cakes In Singapore. Best Singapore Island Day. Family-Friendly Islands Just Off Top Outdoor Playgrounds In. Get Your Play On! Short-Haul Ski Holidays In.
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Gift Ideas Disney Gifts Star Wars Gifts Unicorn Gifts Shop the Alphabet Party Shop Christmas Gifts For Everyone Gifts For Her Gifts For Him Gifts For Kids Cards & Gift Wrap Holiday Cards & Wrap Birthday Cards Blank Cards Love, Wedding & Engagement Cards Wrapping Paper, Gift Bags & Ribbon. Outlet shopping has always been a fantastic way to shop cheap, but to shop at Cotton On's oulet store at Anchorpoint takes bargain shopping to a whole new level! Plenty of $5 items, I bought 3 t-shirts and a basic dress for about $ This store sells mostly basics, so don't expect anything flashy like the other Cotton On stores in Singapore.3/5(2). 35 rows · Cotton On: complete list of store locations, store hours and holiday hours in all states /5().