Would you part with a crisp $100 bill for a simple dress? It seems most folk wouldn’t, as per the shock waves generated by consumers after discovering a humble brown midi dress at Cotton On, priced at AU$99.99 or $108.17.
Cotton On, a brand beloved for its approachable and wallet-friendly clothes, has seemingly strayed from its former reputation of budget-friendly prices. Instead, it appears to steer its ship toward the waters of upscale retailing.
A spirited discussion on social media continues to play out, with several disgruntled consumers pleading with the company to “stay in its lane,” as reported on Kidspot.
Sarah Strozkiy, a mother and a fashion stylist, ignited the conversation by donning the contentious $99.99 dress. She posted a video on her TikTok and Instagram handle @shessoseasonal, though the much-debated dress remains currently elusive to potential buyers from Cotton On in New Zealand.
Over 230,000 users watched Strozkiy slip into the dress and share her candid review of the outfit. “Wait… when did Cotton On start selling $100 dresses?” she pondered aloud, displaying the hefty price tag.
The brown midi dress, embellished with spaghetti straps, an embroidered pattern, and a tie-up bow, closely resemblances designs from fancier brands such as Dissh or AERE.
Strozkiy giggled as she attempted to show off the back of the dress, struggling with the fit. “I couldn’t even fit into it even with my usual sizing,” she revealed.
“First Target, and now Cotton On. Seems like we all need pay rises,” referring to a comparable internet sensation – the $100 dress sold by Target last year.
“Prices are soaring, but quality is tanking,” she encapsulated her video with a call to action, inviting open discussion around the stagnating quality and escalating prices of clothes at her once-beloved store.
The invitation was well-received with an influx of comments resonating with Strozkiy’s sentiment. A comment calling out the brand for “laughable” prices was liked by 2500 people, just as another reader compared the brand to a blend of inferior quality with premium pricing.
Cotton On found itself at the receiving end of a barrage of other criticisms, with accusations of sizing inconsistencies taking center stage. Amidst the debates, a suggestive comment stood out. “It’s like, I might as well go to Country Road,” hinting at the notion of better value for the higher price elsewhere.
Cotton On has yet to comment on the mounting dissent among their customer base.
