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Game launches its own new clothing brand called Stylessentials

Retail 14 August 2020

South African retailer Game announced that it has launched a new clothing range, called Stylessentials.

According to the retailer, the launch comes as customers actively seek value alternatives for essential items like clothing during turbulent economic times.

Stylessentials be available in all 122 stores across South Africa by July 2021.

The Stylessentials range is currently available in-store only and consists of a wide variety of options for men and women such as casual wear basics such as t-shirts, vests, shorts, jeans and athleisure, while the children’s range will feature some popular movie and cartoon characters. Essentials such as socks and underwear will also be included.

“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,” said Andrew Stein, VP for Game in a statement.

“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.”

The retailer noted that is working closely 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,” said Stein.

Stylessentials is currently available in the following Game stores: Alberton, Amanzimtoti, Baywest, Boksburg, Canal Walk, Centurion, Clearwater, Cresta, Gateway, Fourways Mall, Gilwell, Greenacres P.E., Johannesburg City, Kolonnade, Mall of Africa, Mall at Reds, Menlyn, Mitchells Plain, Queenstown, Somerset West, Soweto, Vaal, Westgate and Wonderpark.