ANALYSIS | Woolworths' fashion roots in need of reinvention in the face of growing food dominance

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Ninety years in the business and Woolworths faces an "identity crisis" years after its peers, such as the likes of John Orrs and Stuttafords, have long since perished.

For households in the nineties, the retailer has traditionally been a fashion and on the fringes a homeware retailer that was long admired. Young moms were seen sporting the latest coat or a pair of patent boots. But the seasons have long since changed as its food business has become a bigger feature by the day in the life of the Cape Town-based retailer.

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