LEGiT Deals, Specials & Catalogues
LEGiT is a discount fashion store targeted at young women.
LEGiT is a chain of clothing stores appealing to young, fashion-savvy shoppers. The store is a subsidiary of the Edcon Group, one of South Africa’s biggest clothing and homeware retailers that has roots dating back to 1929. In a drive to diversify the Group, the LEGiT brand of stores was launched within the discount division targeting lower to middle-income consumers. The first store opened in 2002 with the purpose of making the latest styles in fashion available to 16-24-year-old urban women with limited disposable income. The store offers basic everyday apparel, footwear, underwear and accessories from its 160 outlets countrywide. The Edcon Group exported the LEGiT brand to Botswana, Zambia and Namibia.
Since 2008, LEGiT has run an annual marketing campaign that sees the brand partnering with the latest celebrity ‘it’ girl to act as the brand’s ambassador. The partnership involves the launch of a fashion range under the celebrity’s name. Notable brand ambassadors have included Bonang Matheba, Toya DeLazy and Minnie Dlamini. The store also stocked a limited line of clothing by famous local high-fashion designer, David Tlale. As with all the stores within the Edcon Group, LEGiT’s customers who are also members of the Thank U rewards programme earn points on their purchases.
In late 2016, Edcon announced the sale of the LEGiT business to private equity firm, Metier, for R673-million.