The Power Of Focus ~ Cotn Sleepwear

Ellen Lewis

13 years ago

When my daughter Kate was 13, I took her to Paris hoping that the opportunity would broaden her sensibilities. I literally had to drag her to the Musée d’Orsay to see the Impressionists. She was much more fixated on the French Patisseries and her new found obsession with chocolate éclairs. Imagine, then, my thrill, as I witnessed the transformation of her perspective as she began to wander through galleries devoted entirely to one school of art. So many focused masters assembled together make such a powerful impact, that this venue is now recognized as the heart of Impressionism in the world. I wanted her to understand the virtue of concentrating on an individual theme and pursuing it to make a statement.

I have been aware of the Cotn Collection for several years, but it is not until I studied the assortment that I recognized the cohesive dynamic of this brand. The classic design simplicity and easy fit constructed in signature soft knit Peruvian Pima cotton appeals to a woman’s search for comfortable, casual quality intimates. Presented in coordinated “groups”, it is also possible for a retailer to extract an independent category to offer the customer a scope of choices in one focused classification. Although there are a comprehensive range of pajamas and robes, I was particularly excited about the Cotn selection of both long and short nightshirts, because this is a niche that is rarely available from one resource in such profusion. Supporting the art of key item merchandising, these sleep shirts, when shown together; tell a definitive story about the Cotn brand while at the same time, they zero in on a very real consumer need.