LEGIT

EDCON

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.

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