#OnShelf: From stylish collaborations to family time

by Louise Burgers. New product launches, campaigns and collaborations from Game, H&M, Royco and Jacobs Coffee, this week.

Game clothing aims to be a good fit

Almost two years after relaunching its ‘Stylessentials’ clothing range as part of its turnaround strategy, Game reports having sold over 2.5 million items of clothing – as local customers continue to seek value alternatives for essential items amidst turbulent economic times. Stylessentials replaced Game’s Fresh and Frozen offering in August 2020, and is now available in all Game stores across the country. “We identified an important gap in the market for seasonally- relevant casual wear designed with the South African consumer in mind,” explains Andrew Stein, vice president of Game. “Our customers have, and continue to, respond incredibly well to our offering, which includes basics and essentials for adults, children and babies.” The retailer reports that its bestselling items include,  ladies leggings, unisex hoodies, men’s t-shirt, ladies cycle shorts, men’s active tees, three pack socks, and kid’s tracksuit sets. The retailer has also worked to increase the number of local suppliers, increasing this to 64% from 54% in 2020. The retailer is also working to have a portion of its best-selling clothing items loaded on its refreshed website in the coming months – offering shoppers added convenience when looking to buy their seasonal essentials.

Jacobs relaunches cappuccino range

Jacobs Coffee has relaunched its instant cappuccino to give customers more of a sustainable choice. The new cappuccino formulation offers a creamier taste with less calories per cup. “The relaunch of the Jacobs cappuccino range is all about making our consumers happy, because at the end of the day they are the ones driving the development of Jacobs products,” explains Matthew Dees, senior brand manager for Jacobs. “Not only did we take into consideration the taste and sugar of the mixes, but also the sustainability of the packaging.” Dees highlights that the range boasts 27% less cardboard per box and 45% less foil for each sachet. The Jacobs cappuccino range includes the flavours, Classic Cappuccino, Vanilla, Reduced Sugar, Mocha and Choc Hazelnut. The range is available at all major retailers at the RSP of R54,99 for a box of 10 sachets.

H&M SA collaborates with illustrator

H&M recently announced its print collaboration with local South African illustration studio, Yay Abe, founded by Russell Abrahams. The print collaboration is available at select H&M stores in SA in June. “The Yay Abe x H&M collaboration is a project initiated to support small business owners and promote the local design industry within South Africa. This collaboration is the first ever locally printed collection from H&M in South Africa, and we are excited to offer our customers a unique collection that’s inspired by the celebration of life,” said Caroline Nelson, country manager, H&M South Africa. Yay Abe is a multidisciplinary illustration studio. The work is inspired by local people and cultures, and characterised by bold colour and a unique graphic style, intent on telling vibrant stories and narratives with depth. “This collection for H&M is inspired by gratuity and reciprocating appreciation between people. I really wanted to create a body of work that people can wear and be proud of,” said Abrahams.

CAMPAIGN: Royco reconnects families at dinnertime

Through the launch of their brand-new television campaign, Royco is encouraging families to switch off devices for quality face-to-face time around the dinner table. Food plays a significant role in bringing people together. The benefit of enjoying a family meal without distractions creates a safe environment where tough conversations can take place, allowing you to tackle daily life stresses together. In addition, mealtime creates a space where happy moments are shared and loved ones can laugh together. Family therapist Anne Fishel, executive director of the Family Dinner Project, reported that only 30% of families eat together. It also suggests those who prioritise family dinners are less likely to suffer from depression, anxiety, substance abuse, and eating disorders. According to a separate report, children who sit down and connect with their parents, grandparents, aunts, uncles, and siblings, are more likely to have improved mental health, perform better academically, and have higher self-esteem. “Our TV ad aims to capture the magic that happens when we disconnect from external distractions, and take the time to sit down over a meal and reconnect. Studies show that our overwhelming lifestyles are chipping away at family life. In a world that has never been more connected, families are leading separate lives while living under one roof, in separate rooms, and on separate devices; and as a result, have lost true connection with each other. We believe in the power of dinnertime to get people to sit down and share a meal,” says Vickey Kahn, food portfolio manager at Mars.

Main image credit: Unsplash.com.

Louise Burgers is the Publisher and Editor and Co-Founder of RetailingAfrica.com. She has spent over 20 years writing about the FMCG retailing, marketing, media and advertising industry in South Africa and on the African continent. She has specialised in local and Africa consumer trends and is a passionate Afro-optimist who believes it is Africa’s time to rise again and that the Africa Continental Free Trade Agreement (AfCFTA) will be a global gamechanger in the next decade.

– Receive the Retailing Africa newsletter every week • Subscribe here.