Note: This report is Truworths specific as Office is dealt with in the Office Operational Report. All references in this report are therefore to ‘Truworths' rather than to ‘the Group'.
Truworths' brand strategy
Customers are offered fashion styling of an international standard across a diversified portfolio of aspirational brands that appeal to the different lifestyles of youthful, fashionable South Africans.
Core to the brand strategy is the focus on developing and growing exclusive in-house brands. These are complemented by a small collection of specialist third party brands, principally in jeanswear, intimatewear and footwear.
Each brand has a clearly defined profile which ensures the merchandise has a distinctive signature.
Truworths constantly reviews its portfolio of brands to identify new categories of merchandise that offer opportunities to meet customer needs. This could include merchandise for different occasions or lifestyles, different degrees of fashionability, or a different value offering.
Expanding brand portfolio
Truworths and Truworths Man are the core brands and are supported by the following internally developed mainstream brands:
- Inwear (1986)
- Truworths Jewellery (1989)
- LTD (1992)
- Truworths Elements (1999)
- Identity (1999)
- Ginger Mary (2004)
- Hey Betty (2011)
Daniel Hechter, the French designer brand, has been offered under an exclusive long-term licence agreement since 1984.
Organic expansion of the brand portfolio has been complemented by the acquisition of established brands, Young Designers Emporium (2003) and Uzzi (2006), with kidswear brands, Earthchild and Naartjie, and ladieswear brand, Earthaddict, being acquired in the 2015 reporting period.
Specialist branded emporium stores
Customers can shop for these multiple fashion brands in a single location, known as the Truworths emporium store. The emporium store concept has evolved along with the expansion of the brand portfolio, and customers now have access to four specialist ‘sub-emporiums' within the Truworths emporium:
- Truworths Ladieswear Emporium
- Truworths Menswear Emporium
- Truworths Designer Emporium
- Truworths Kids Emporium
All four specialist emporiums were included together for the first time in the Mall of Africa, South Africa's largest first phase shopping centre development which opened in April 2016.
The Truworths portfolio of brands and specialist branded emporium stores offer an enticement to youthful and fashionable consumers to shop for quality apparel merchandise of international standard.