The Icon Brand Survey is truly representative of the South African market with over 15,000 consumers interviewed across socioeconomic levels.
Edgars has been selected by consumers as Best Men's Store, Best Ladies' store, Best Jewellery Store and Best Loyalty Card.
According to TGI, iconic brands are ubiquitous and quintessentially South African. They are used by South Africans of all races, creed or colour irrespective of background or living standard. These are brands that define a common experience, often on a daily basis, to which South Africans are committed to in a real sense: they put their money where their mouths are to demonstrate this commitment.
According to the TGI website, South Africans love these brands, are loyal to them and will even look for them when aboad.
The fact that Icon Brand status is based on usage and likeability, as opposed to only likeability, shows that the brands that receive this award service both the needs and wants of the South African market.
"It is thanks to our customers that Edgars has been recognised as South Africa's brand icon in four categories. We are both humbled and inspired to continue to understand and serve the needs of our customers", says Edcon Group CEO Jurgen Schreiber. "I am delighted to see that Edgars continues to be the destination of choice for fashion and value, by many customers", concludes Schreiber.
Edcon is South Africa's largest non-food retailer, with a market share of the South African clothing and footwear (C&F) market nearly twice that of its nearest competitor, trading through a range of retail formats.
The Edcon retail businesses are structured under three divisions:
- The Edgars division which includes Edgars, Boardmans, Edgars Active, Edgars Shoe Gallery, Red Square and the Group's mono-branded stores such as Topshop Topman, Tom Tailor, Dune, Lucky, T.M. Lewin, Lipsy, Salsa, River Island, GEOX, One Green Elephant, Dr. Martens, Vince Camuto, Jessica Simpson, CR7, Inglot, La Senza and Accessorize.
- The Discount division includes Jet, JetMart and Legit, serves principally middle to lower income markets; and CNA, the Group's stationery, books, games, movies, music, hi-tech electronics and mobile retailer.
- The Edcon Credit and financial services division provides credit and insurance products to the Group's customers.
With the launch of its "Thank U" loyalty programme, Edcon now has the largest retail customer database in South Africa with more than 11 million customers, which enables it to provide customers with relevant offers across its suite of retail and financial services products; this programme includes all mono-branded stores in South Africa.
Source: Sapa
