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. 16 T HE IS SUE C O T T ON ON GR OUP Karen Graha ХF