From snapping up labels to growing its fanbase overseas, Next is dusting off its dull image while increasing profits
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Graham Watson
onto IB Business Management November 1, 2:40 AM
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This Sarah Butler piece looks at the re-birth of the Next brand - with the clothing retailer seeming to be revitalised by a strategy of acquiring a number of other labels, signing licensing agreements with other brands and selling their products online and a rethink about its product range, and thus its marketing mix.
It shows how third-party brands and online sales have helped the company regain its position in the market at a time when other brands are struggling.