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LEGIT

EDCON

LEGiT is a South African female-only clothing and accessories retailer and one of the subsidiaries of Edcon Limited, with its base in Johannesburg, South Africa. LEGIT trades in South Africa, Botswana, Zambia and Namibia. 

INTRODUCTION

LEGiT is a South African female-only clothing and accessories retailer and one of the subsidiaries of Edcon Limited, with its base in Johannesburg, South Africa. LEGIT trades in South Africa, Botswana, Zambia and Namibia.

LEGiT forms part of the Edcon Discount Division. LEGiT stores objective is to provide contemporary fashion and accessible clothing for the middle to lower income market.

LEGiT is one of the subsidiaries of Edcon (Pty) Ltd, along with Edcon’s biggest retailer, Edgars, as well as subsidiaries Red Square, Jet, Jet Mart, Temptations, Prato, Boardmans and CNA. Edcon is the biggest clothing, footwear and textiles retailer in South Africa, with 31% of the formal clothing, footwear and textiles market and has over 1000 retail branches across the country. The company employs over 20 000 people across its brands.

Products
The product range at LEGiT stores encompasses all categories of clothing for adult women, including Basic clothing items such as jeans, T-shirts, certain footwear styles and underwear, as well as, accessories and footwear.
 

STRATEGY

The chain is targeted at the urban youth female market, in the 16– 24-year-old age group, emphasising contemporary, short term fashion trends at low prices, making it most suitable for the youth female market with limited amounts of disposable income. 

HISTORY

LEGIT first opened its doors in 2002, since then they have opened an additional 160 stores, most of which are in South Africa.  

Related News

Footgear gets go-ahead to buy Edcon's footwear brands
13/09/2019 - 09:24
Footgear, the South African retailer of branded and non-branded footwear, on Thursday received the green light to purchase the assets and business associated with Edcon Limited’s Edgars Active and High Key brands.

Footgear quick off the mark with acquisition of Edgars Active and High Key from Edcon
16/07/2019 - 10:19
Footgear – backed by Old Mutual Private Equity (OMPE) announced that it has acquired the Edgars Active and High Key chain stores, divisions of the Edcon Group, and leading retailers of branded sport and lifestyle footwear, clothing and accessories. The transaction remains subject to conditions precedent, including regulatory approvals.

Public Investment Corporation pressured by union to rescue Edcon
28/06/2019 - 10:29
South Africa’s biggest labour union federation Cosatu signaled a "massive fight" with the ANC if state-owned fund manager the Public Investment Corporation failed to rescue the country’s second-largest clothing retailer, Edcon Holdings.

Taking stock of fashion's $210bn inventory problem
16/05/2019 - 11:08
Fashion retailers are faced with a dilemma: to keep up with the demands of 'fast fashion' they need rapid stock turnover. But what do they do with the surplus?

Edcon's rescue deal gets thumbs up from competition watchdog
03/05/2019 - 15:37
Without the deal with its creditors, there would have been a real danger that the retailer, which employs about 40,000 people, 14,000 of whom are full-time, would have gone under. The closure of Edcon would have had far-reaching implications, as its chains account for about 10% retail space in SA, and source much of their clothing from local manufacturers. Given the implications of Edcon shutting its doors, the government has been very supportive of the deal.