Colombo-based clothing retailer Cotton Collection, has launched a Rs 3 million marketing campaign targeting ‘real women.’ Although Colombo’s retailers are experiencing a drop in sales, Cotton Collection says the brand building investment will pay dividends in the future.

“Definitely there has been a decline in sales this year compared to last year. But we are looking at light at the end of the tunnel. So this is brand building that will have an impact in the future,” Managing Director of Cotton Collection and Leather Collection, Niloufer Anverally told reporters last week.

The casual-clothing retailer that has been in business for around 15 years, says security arrangements and security concerns are road-blocks to Colombo’s favourite pastime of shopping.

“Each time a bomb goes off in Colombo, retail sales slow down for a few days. The road closures, the one-way traffic system and the no-parking rule on roads, are the main reason for people doing less shopping. This is topped up by security concerns and other factors like the increase in fuel prices,” said Ms Anverally.

The ‘Real Women, Real Figures’ campaign launched last week, is expected to strengthen the Cotton Collection brand name among its majority female customer base, despite the current obstacles to freedom of shopping. The campaign is riding on the buying power of women. The retailer says it currently occupies the number two slot in the retail fashion market. (DS)