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Fast fashion chain Cotton On has expanded its empire again, to tackle a new market.
The brand, which has expanded to intimates, sleepwear and activewear with Cotton On Body, and children’s fashion with Cotton On Kids since launch, will today introduce a new category to stores to tap into the 'tween' market.
Free by Cotton On, the brand's dedicated range of apparel and accessories designed for nine to 14-year-olds, initially launched online only in March 2013 but will now make its debut in selected Cotton On stores.
Free by Cotton On will launch today into Southland Shopping Centre’s Mega Store, followed by a drop into the brand's Doncaster Westfield Shopping Centre Cotton On Kids store in early August.
The collection launching into Southland will include a range of transeasonal fashion pieces mixed with basics to allow tweens the freedom to mix and match and create their own style.
Highlight items in the new collection include graphic t-shirts for boys, colourful and printed leggings, washed and tie-dye denim, coloured fleece, summer shorts and dresses and casual shoes like ballet flats and sandals. Prices range from $12.95 to $49.95.
Commenting on the push behind the new line, Cotton On Kids general manager Natalie Mclean said Free by Cotton On was created on the back of market demand for a collection to cater to the ‘”in between’ stage of life” specifically for the nine to 14-year-old age group.
“After speaking with several loyal Cotton On Kids and Cotton On customers, it was evident there was a gap in the marketplace for age-appropriate, affordable and stylish fashion essentials for the nine to 14-year-old market,” Mclean said.
“At this age, they are discovering their sense of style and like to express themselves through fashion, but it can be difficult to find clothes that they fit into and allow them to stay true to their age.
“From this feedback Free by Cotton On was born and the overwhelming response to the first collection proves there is a real demand for a range like Free that provides a fashion-forward and cost-effective solution for kids who are still growing so fast.”
Mclean also revealed that while the the in-store Free by Cotton On range will remain smaller than online – as this is the brand's main focus – there are plans to expand the new range into other retail locations going forward.
“We wanted to create opportunity for customers to touch, feel and try the product in-person by introducing an edit of the range into selected stores. The Southland store will also include an interactive space where consumers can view the full range and sign-up to become a Free member,” she said.
“We also have plans to open further stores over the coming months, but our flagship store will always remain online.”