Edgars to relaunch Club Magazine month end

Clothing retail chain Edgars Stores expects to relaunch its Club magazine at the at the end of this month, which it believes will help the brand reconnect with its customers and regain its position in the market.

The magazine, which was once a popular publication among Zimbabweans, has been absent from the shelves for some time. The move is also seen as an attempt to revamp the brand’s image and appeal to a new generation of customers.

“We are finalising this month, so we should either launch it this month or next month, but expect by the end of this month because already now there are different companies who want to advertise, so it depends on how quick they will respond.

“So we want to make our first launch properly done. So we are waiting for our different partners to come through. So if we can get it early, it’s going to come out this month, but most probably will be launched next month,” Edgars group chief executive officer Sevious Mushosho said.

Club magazine, a proud Zimbabwean product, was previously relaunched in April 2014.

Edgars, once a dominant force in Zimbabwe’s clothing retail sector, has struggled to maintain its market share in recent years.

The company has faced stiff competition from cheaper imports and a shift in consumer behaviour towards online shopping.

The magazine is expected to feature the latest fashion trends, beauty tips, and lifestyle articles.

However, critics are skeptical about the move, citing that the magazine’s content may not resonate with the younger generation, who are more inclined towards social media and online platforms.

Despite these challenges, Edgars remains optimistic about the relaunch of Club magazine.

It also comes as Edgars has unveiled a plan to reclaim market share lost to clothing vendors operating out of car boots and budget boutiques by adopting similar strategies. The plan involves relaunching Express Stores and introducing vans and containers to sell clothes in bustling downtown areas and thriving markets outside towns that were previously overlooked.

The company will reopen Express Stores, offering goods at prices lower than those at Jet Stores, another Edgars unit. A key aspect of this strategy is that Express Stores will sell clothes produced locally by Carousel, Edgars’ manufacturing arm.

Through making clothing locally, some items can cost as little as a dollar, allowing shoppers to leave with a basket of new clothes for US$10 or less.-ebusinessweekly