New Look benefits from online expansion

Thursday, November 14, 2013 - 11:50 by Graham Miller

Fashion retailer, New Look, is seeing more and more of its customers shop online when buying its products, with 25 per cent of e-commerce purchases now collected direct from stores.

Internet Retailing reports that New Look saw an almost 79 per cent increase in web-based sales during the first half of the year. In particular, the availability of a click and collect service has encouraged more people to buy online and then get their order the same day from their local outlet.

New Look spokesperson, Anders Kristiansen, said that the firm's online sales were up in part as a result of the overhauled website that had been launched in 2013, with enhanced interface elements and a range of options for delivery giving customers more flexibility.

The company reports that revenues were up by six per cent, with sales rising by 1.9 per cent in the first six months of the year. It also managed to make a profit, overturning the loss it had made previously, which is all thanks to the increased e-commerce engagement.

Almost 200 of New Look's high street stores have been refurbished recently, echoing the improvements which have been made to its e-commerce site. It is even planning to enter the Chinese market next year, which could be a lucrative manoeuvre, if it also brings its online offering overseas.

New Look is currently Britain's second most popular affordable fashion outlet, although it ranks first amongst those under the age of 39. If it continues to pursue an e-commerce path and makes click & collect a big part of the purchasing process, then it could keep people coming into its bricks and mortar stores, as well as using the website to help generate increased sales in the coming years.