The Issue: A Cotton On Group Publication | Page 16

Hannah Pavlovic
The Developer

ith the expectations of the modern
shopper
ever-evolving,
in
a
retail landscape becoming more
competitive, being able to stand out from the
pack is every retailer’s challenge.
For the Cotton On Group’s gifting and lifestyle brand
Typo, successfully carving its position in the market
has been the result of listening to customers,
understanding trends and finding new opportunities
to innovate its product offering.
Since its introduction over six years ago, the
brand has proudly established itself as a market
‘disruptor’. Tapping into a demand for trendy,
affordable products, Typo has become well known
for its edgy and irreverent ranges that challenge
the boundaries of the category and blur the lines
between stationery, lifestyle and fashion.
“Our customers are looking for quirky, fun products
that add personality to their own space or make a
great gift for someone else,” says Bianca Ginns,
Typo General Manager.
“It’s an expectation we need to live up to, which
means we need to push ourselves to deliver new and
unique products that are not only true to our brand
DNA but also meet the needs of our customers.”
Ensuring it is always leading the charge sees the
Typo team constantly scouring the globe to find
inspiration for new products that will not only
reflect the latest trends, but also help set them.
And bringing these big ideas to life often requires a
collaborative and innovative approach to turn a new
product from idea to reality.

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T HE IS SUE C O T T ON ON GR OUP

Karen Graha ХF