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Published
Jan 7, 2020
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Cotton Traders launches app, targets younger shoppers

Published
Jan 7, 2020

British casualwear brand Cotton Traders has launched its first app in partnership with e-commerce platform Poq, after seeing growing numbers of customers moving from desktop to mobile shopping.


Cotton Traders


The company, owned by private equity firm CorpAcq since 2018, said the app will be initially available to consumers in the UK despite its ambitions to become a global retailer, as this is the market with the greatest proportion of mobile shoppers.

The digital push is part of a wider repositioning aimed at extending the brand to a younger target audience. Founded in 1987 by former England national rugby union team captains Fran Cotton and Steve Smith, sells a range of everyday clothes 'to fit all shapes and sizes'.

Shona Jameson, chief marketing officer at Cotton Traders, said: “Over the past 2 years, we’ve seen more and more customers choosing to browse on mobile. However, one of the biggest challenges we faced, was that where our mobile traffic was high, conversion on mobile was lower when compared with desktop."  

Paul Hurst, head of digital, added: “To tackle this we decided to launch our first-ever shopping apps, coming later this year. We know that the experience on app will be easier and more convenient for our customers, but also is beneficial for the business."

The new app, available on iOS and Android, is powered by Poq, an app commerce platform which works with successful fashion brands including Missguided and PrettyLittleThing.
 
Oyvind Henriksen, co-Founder & CEO of Poq, commented: “We’re excited that a traditional multichannel retailer, like Cotton Traders has prioritised providing the best customer experience to its shoppers by embracing app commerce. Shopping apps have become an expectation for today's consumer and we’re proud to partner with Cotton Traders to provide a great shopping experience through its apps.”

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