Since going live at 10 stores country-wide in the first week of December 2017, the Edgars Design Edit capsule featuring signature collections by eight young designers that completed Booyzen’s 21 Steps Coaching Programme, have, in some cases, achieved sell-through rates of 50 to 60 percent within six weeks. In doing so, they have outperform the stores traditional brands as well as offerings from established icons such as David Tlale.
“The star performer of the group is Hlengiwe Gavu, whose feminine, pretty signature under her Redemption label, has both introduced a very different product to the store’s usual mix and is perceived by customers as offering real value for money”, says Sandy Rodgers, former Edgars general manager of Design and Trend.
Coetzee has dressed stars such as Miss Universe Demi-Leigh Nel Peters, Thuso Mbedu, Bonang Matheba, and Adé van Heerden, to name a few.
AUTHOR: IOL Supplied