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Cotton On Body – leading the way

In today’s retail environment, customers are expecting more unique experiences and a greater variety of products to suit their changing needs and lifestyles.

Over the last decade, this shift in expectations has seen Cotton On BODY rapidly adapt and evolve its offering from what started as an intimates brand to sleep, swim, activewear and their latest Super Soft collection.

With a greater focus on health and wellbeing, the brand noticed a shift in the way its customers were balancing their work and personal lives – particularly their desire for a more flexible working environment.

As shared office spaces, hot desks and cafes surged in popularity, a recent survey of business leaders at the Global Leadership Summit in London found that 34% said more than half their company’s full-time workforce would be working remotely by 2020. A further 25% said more than three-quarters would not work in a traditional office by 2020.

True to their innovative, forward-thinking style, Cotton On BODY developed its new Super Soft collection - created to suit an increasingly flexible working style, by bringing together style and comfort.

The collection is made from lightweight brushed jersey for added comfort and encompasses shorts, tracksuit pants, long-sleeve t-shirts and jumpers.

Penelope Reidy, Cotton On BODY’s Brand Communication Manager said,

We ensure we remain relevant and make a difference in our girl’s life by evolving our offering in line with social and cultural trends. This mindset has driven our category growth into a number of new areas including our new Super Soft collection’.

With over 350 doors operating in 11 countries globally, Cotton On BODY’s ability to listen and respond to their customers has taken the brand from strength to strength.

In May this year, Cotton On BODY partnered with The Fitness Marshall – an American-based dance crew that creates hip hop and pop inspired workouts – to bring to life one of their most empowering and engaging customer initiatives to date and celebrate the 10 year anniversary of the brand. With ‘cardio dance parties’ organised across the globe, tens of thousands of Cotton On BODY customers were invited to attend an experience they would never forget.

In what has already been an exciting year for Cotton On BODY, the brand continues to make their mark as a fashion retail leader with initiatives such as these; proactively creating new and exciting products and experiences showcasing the brand’s ability to evolve and adapt to their ever-changing customer’s needs.

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