New Look Review 2023
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A British fashion retailer whose core audience is women in the 16-30-year-old age bracket. In 2001 it diversified into men’s clothing, which is now sold in more than 20% of shops. Earlier this year it signed up 100 customers and staff to model its clothes, and pledged to continue this policy. It has 632 stores in the UK and Ireland.
What It Sells
Women’s fashions and a gob-smackingly enormous range of shoes, many with “killer” six-inch heels. There is also the “Generation” teenage range for nine-15-year-olds, and the “Inspired” range for larger 18-26 sizes.
New Look is well covered – with web, mobile and in-store technology supporting both sales and service across international markets. Digital accounts for around 10% of total company sales, and remains in a phase of significant growth.
The New Look homepage effectively communicates a young, on-trend and affordable brand image. The use of stylised images successfully pushes desirable fashion trends for the autumn/winter 2014 season. The product price is highlighted next to each garment bringing back an element of affordability within these photo-shoots.
The range of product images works well allowing users to realistically visualize what they are buying. At this stage within the journey the site includes product recommendation panels such as, ‘you may also like’ and ‘recently viewed items’ which encourages the user to explore other product options. Low stock is also highlighted within the size section, a good persuasion technique in triggering an instant purchase.
On a whole New Look is an effective ecommerce site. The site successfully encourages exploring behaviours by adding in tailored suggestions and preview features throughout the buying journey. The homepage communicates a strong brand image.