New Look, a celebrated British fashion brand, has been at the forefront of the global fashion scene for over five decades, captivating millions with its trendy and affordable clothing, footwear, and accessories. Founded in 1969 by Tom Singh in Taunton, Somerset, England, New Look began as a single store with a vision to offer the latest fashion styles at accessible prices. Since its humble beginnings, the brand has expanded exponentially, becoming a fashion powerhouse with a significant international presence and a loyal customer following. In this article, we’ll introduce the Marketing Strategies and Marketing Mix of New Look.
New Look is a British global fashion retailer with a chain of high street shops. It was founded in 1969 by Tom Singh in Taunton, Somerset, England. The chain sells womenswear, menswear, and clothing for teens. New Look was owned by private equity groups Apax Partners and Permira, and founder Tom Singh, until May 2015 when it was acquired by Brait SE (SA) for £780 million.
Over the years, the brand has grown into an international fashion retail chain with stores in multiple countries, as well as a strong online presence.
New Look is known for its affordable prices, wide range of styles, and frequent sales. The brand’s target market is women aged 16-35, but it also sells clothing for men and teens. New Look’s clothes are often described as being trendy, stylish, and affordable.
New Look is one of the UK’s leading fast-fashion retailers with more than 400 physical retail stores in 66 countries ncluding the UK, Ireland, France, Spain, Germany, Poland, the Netherlands, Belgium, Denmark, Sweden, Norway, Finland, the Middle East, and Asia.
New Look has been successful in part because it has been able to adapt to changing fashion trends. The company has also been able to expand its product range to include homewares, accessories, and beauty products.
In recent years, New Look has faced some challenges, including competition from online retailers and a decline in foot traffic in high streets. However, the company has responded by investing in its online business and opening new stores in emerging markets.
Founding History of New Look
New Look was founded by Tom Singh in 1969 in Taunton, Somerset, England. The brand’s inception can be traced back to a single store that set out with a clear vision: to offer fashionable clothing at affordable prices, a concept that would later revolutionize the fashion retail landscape.
The story of New Look’s founding began when Tom Singh, a young entrepreneur with a passion for fashion, recognized the untapped potential in providing on-trend clothing without the high price tags typically associated with fashion-forward styles. Singh saw an opportunity to bridge the gap between high fashion and budget-conscious consumers, making the latest trends accessible to a broader audience.
With a small loan from his parents, Tom Singh opened the first New Look store, a modest shop that quickly gained traction for its trendy clothing offerings at competitive prices. The brand’s name, “New Look,” symbolized its commitment to bringing fresh and contemporary styles to the market, staying ahead of the fashion curve.
New Look’s initial success spurred rapid expansion, with more stores opening across the United Kingdom in the early 1970s. The brand’s ability to provide affordable, fast-changing fashion appealed to young customers who wanted to keep up with the latest trends without breaking their budgets.
As New Look continued to grow, it diversified its product range to cater to a wide range of fashion preferences and customer demographics. The brand extended its offerings to include clothing, footwear, and accessories for men, women, and children, becoming a one-stop destination for fashion-conscious families.
By the 1980s, New Look had firmly established itself as a prominent player in the British fashion market. The brand’s commitment to staying at the forefront of fashion trends, combined with its ability to deliver high-quality products at affordable prices, earned it a loyal customer base.
New Look’s expansion didn’t stop at its home country. In the subsequent decades, the brand made significant strides in its international growth, venturing into various overseas markets, including Europe, Asia, and the Middle East.
Over the years, New Look has embraced e-commerce and digital marketing, catering to the changing shopping preferences of its customers. The brand’s online presence allows it to connect with a global audience, delivering fashion to shoppers’ doorsteps in different parts of the world.
Today, New Look remains a leading fashion retailer, providing millions of customers with on-trend and affordable clothing options. Its rich founding history, commitment to fashion innovation, and dedication to providing accessible fashion have solidified New Look’s position as a fashion staple in the hearts of consumers worldwide.
Why has New Look become so prominent? – Success Factors of New Look
New Look has become a prominent and successful fashion retailer due to a combination of key factors that have contributed to its rise in the highly competitive fashion industry. Here are some of the success factors that have propelled New Look’s prominence:
Affordable Fast-Fashion Model: One of the primary factors behind New Look’s prominence is its affordable fast-fashion model. The brand offers up-to-date, on-trend clothing, footwear, and accessories at competitive prices. By quickly translating runway looks and fashion trends into accessible, ready-to-wear pieces, New Look caters to a broad audience of fashion-conscious individuals who seek the latest styles without a high price tag.
Responsive to Fashion Trends: New Look’s ability to stay ahead of fashion trends has been instrumental in its success. The brand’s fast-paced supply chain and agile design processes enable it to quickly respond to emerging fashion trends and deliver new styles to stores and online platforms at a rapid pace. This responsiveness to evolving consumer preferences keeps New Look relevant and appealing to its target audience.
Diverse Product Range: New Look’s diverse product range is another key success factor. The brand caters to men, women, and children, offering a wide variety of clothing options for different occasions and styles. From chic dresses and casual tops to trendy footwear and fashion-forward accessories, New Look provides an all-encompassing shopping experience for fashion-savvy customers.
Inclusive Brand Identity: New Look has cultivated an inclusive brand identity that resonates with a wide demographic. By offering a range of sizes and styles that cater to different body types and tastes, the brand fosters a sense of belonging and acceptance among its customers. This inclusivity has contributed to New Look’s popularity and customer loyalty.
International Expansion: New Look’s success is not confined to its home country. The brand’s strategic international expansion has played a significant role in its prominence. By venturing into overseas markets, including Europe, Asia, and the Middle East, New Look has broadened its customer base and increased its global reach.
E-commerce and Digital Presence: Embracing e-commerce and maintaining a strong digital presence have been vital success factors for New Look. The brand’s online platform allows customers from around the world to access its fashion offerings conveniently. Engaging social media strategies and digital marketing efforts have further helped the brand connect with its audience and drive online sales.
Brand Experience and Store Design: New Look’s store design and shopping experience have also contributed to its prominence. The brand creates visually appealing and inviting store layouts that make shopping enjoyable and effortless. The in-store experience, coupled with friendly and helpful staff, enhances customer satisfaction and encourages repeat visits.
In conclusion, New Look’s prominence in the fashion industry can be attributed to its affordable fast-fashion model, responsiveness to fashion trends, diverse product range, inclusive brand identity, international expansion, e-commerce and digital presence, thoughtful brand experience, and growing commitment to sustainability. By combining these success factors, New Look has maintained its position as a go-to destination for fashion-forward and budget-conscious customers alike.
Marketing Strategies of New Look
New Look’s marketing strategies play a vital role in driving its prominence in the fashion industry and connecting with its target audience. Here is a detailed overview of New Look’s marketing strategies:
Fast-Fashion and Trend Responsiveness:
New Look’s fast-fashion strategy is at the core of its marketing approach. The brand closely monitors fashion trends through market research, fashion shows, and consumer insights. This real-time trend analysis allows New Look’s design and product teams to quickly develop new collections that align with the latest fashion trends.
New Look’s supply chain and production processes are optimized to ensure swift turnaround times from concept to store shelves. By efficiently sourcing materials and manufacturing its products, the brand can deliver new styles to its stores and online platforms rapidly. This trend responsiveness keeps New Look’s offerings fresh and appealing to fashion-conscious customers who seek the latest styles.
Diverse Product Range and Target Segmentation:
To cater to a wide range of customers, New Look offers a diverse product range that spans various categories, including clothing, footwear, accessories, and beauty products. The brand caters to men, women, and children, targeting multiple age groups and demographics.
New Look segments its product offerings to address the distinct needs and preferences of its target audience. For instance, the brand has separate lines for women’s plus-size clothing, maternity wear, and petite sizes, ensuring inclusivity and relevance to a diverse customer base. By providing options for different occasions, styles, and body types, New Look fosters a sense of belonging among its customers.
Affordable Pricing and Value Proposition:
New Look’s pricing strategy is a critical aspect of its marketing success. The brand positions itself as an affordable fashion retailer, offering trendy and stylish clothing at budget-friendly prices. This competitive pricing aligns with the budget-conscious nature of its target audience, making fashion accessible to a broad customer base.
The value proposition of New Look lies in its ability to deliver fashionable clothing at affordable prices without compromising on quality. By providing high-quality products at lower price points, the brand creates a compelling proposition that attracts cost-conscious shoppers seeking stylish outfits that fit their budgets.
Digital and E-commerce Focus:
Recognizing the importance of the digital landscape, New Look places a strong emphasis on e-commerce and online marketing. The brand maintains a user-friendly and visually appealing e-commerce platform that offers a seamless shopping experience. Customers can browse and purchase New Look’s products from the comfort of their homes, allowing the brand to reach a global audience.
New Look’s eCommerce sales constitute approximately 20% of the total turnover, complemented by an additional 10% generated through the brand’s mobile app. These figures are especially noteworthy considering New Look’s traditional brick-and-mortar roots, showcasing the brand’s exceptional execution capabilities.
However, achieving this level of success was a gradual process, not an overnight feat. New Look has been steadily enhancing its eCommerce channel since 2007. The brand consistently invests in crafting a seamless omnichannel experience, effectively integrating its physical store locations into the customer journey. Impressively, around 41% of online orders are fulfilled through in-store pickups, and approximately 64% of returns are processed at the physical stores, effectively minimizing shipping and handling expenses for the company.
By prioritizing digitalization, New Look has not only bolstered its profitability but also managed to reduce costs by an impressive £80 million annually. This strategic focus on leveraging the digital landscape has undoubtedly played a pivotal role in the brand’s continued success as a fast-fashion retailer.
Social Media Outreach:
Despite social media contributing to only around 3% of the overall traffic, it plays a pivotal role in driving substantial engagements and revenue for New Look, as is the case for many fashion brands that effectively utilize these platforms.
Across ten posts, New Look garners an impressive average engagement of approximately 268,000 likes and 2,721 comments. To achieve this, the brand employs a diverse content mix that includes daily stories, organic posts, sponsored collaborations with influencers, and frequent giveaways. This strategic approach helps maintain a favorable algorithm response and sustains the attention of their devoted fan base.
So, what’s the secret ingredient? Undoubtedly, user-generated content! New Look ingeniously incorporated a call-to-action in their Instagram bio, encouraging fans to create content using the branded hashtag #ThisIsNewLook. And the results? Impressive! The hashtag has amassed over 110,000 posts to date!
The effectiveness of this approach speaks volumes. Among various age groups, New Look receives the highest admiration from Millennials, with a remarkable 43% favorable opinion. Notably, among their female followers, the brand proudly boasts an outstanding 68% positive rating.
Seasonal and Limited-Edition Collections:
New Look excels in creating seasonal collections and limited-edition lines, designed to cater to specific trends, holidays, or occasions. These collections often coincide with key fashion seasons, such as spring/summer and fall/winter, and reflect the latest runway looks. Limited-edition collaborations with designers or celebrity influencers further add to the exclusivity and desirability of these collections.
These seasonal and limited-edition offerings create a sense of urgency and encourage customers to make purchases while the styles are fresh and available. By constantly refreshing its product offerings, New Look fosters customer engagement and loyalty.
In-Store Experience and Visual Merchandising:
New Look invests in creating visually appealing and customer-centric store layouts to enhance the in-store shopping experience. The brand strategically places key fashion pieces, statement accessories, and seasonal collections to catch the eye of shoppers and inspire them to put together stylish outfits.
Visual merchandising plays a crucial role in presenting New Look’s products in an aspirational context, guiding customers to explore the latest trends and make informed fashion choices. In-store staff are trained to provide helpful styling advice and personalized recommendations, elevating the customer experience and fostering a connection with the brand.
Loyalty Programs and Customer Engagement:
To foster customer loyalty, New Look offers loyalty programs and rewards for repeat purchases. These programs incentivize customers to return to New Look for their fashion needs and encourage them to make additional purchases. By engaging with customers and valuing their continued patronage, New Look builds lasting relationships that contribute to customer retention and word-of-mouth referrals.
The brand also conducts customer surveys and gathers feedback to understand customer preferences and expectations better. Customer engagement initiatives, such as competitions, events, and interactive social media campaigns, keep the New Look community involved and connected.
Public Relations and Press Coverage:
New Look actively engages in public relations efforts to generate press coverage and media exposure. The brand participates in fashion events, collaborates with stylists and designers, and seeks media coverage through editorials and features. Media mentions and press coverage help New Look stay in the spotlight, gain credibility in the fashion industry, and maintain its relevance among consumers.
By effectively combining these marketing strategies, New Look continues to position itself as a leading fashion retailer, capturing the hearts of its diverse customer base and securing its position as a go-to destination for affordable and trend-driven fashion. The brand’s commitment to fast-fashion, trend responsiveness, diverse product offerings, e-commerce focus, influencer marketing, in-store experience, customer engagement, and sustainable practices have contributed to its prominence in the highly competitive fashion landscape.
Marketing Mix of New Look
The marketing mix of New Look is a comprehensive framework that encompasses various elements used by the brand to achieve its marketing objectives and create a distinct identity in the fashion retail industry. Let’s explore each element of the marketing mix for New Look in detail:
Product:
New Look offers a diverse and trendy range of products that cater to men, women, and children. The product mix includes:
- Women’s Clothing: New Look offers a wide selection of women’s clothing, including dresses, tops, skirts, jeans, trousers, outerwear, and activewear. The brand provides options for different body types and occasions, from casual wear to formal attire.
- Men’s Clothing: New Look offers a range of men’s clothing, including shirts, t-shirts, trousers, jeans, jackets, and coats. The collection caters to various style preferences, from classic to contemporary.
- Footwear: New Look’s footwear collection includes shoes, boots, sandals, and trainers for men, women, and children. The brand offers a mix of styles suitable for everyday wear and special occasions.
- Accessories: New Look provides a variety of accessories, such as handbags, backpacks, belts, scarves, hats, and jewelry, to complement its clothing range and allow customers to complete their looks.
- Beauty: The brand offers a selection of beauty products, including cosmetics, skincare, and fragrances, providing customers with additional options to enhance their style.
Price:
New Look’s pricing strategy centers on affordability and value for money. The brand positions itself as a budget-friendly fashion retailer, offering stylish and on-trend products at competitive prices. By keeping its pricing accessible, New Look appeals to a broad customer base, including cost-conscious shoppers seeking fashionable outfits without breaking the bank.
The brand periodically runs promotional sales, discounts, and special offers, further incentivizing customers to make purchases and enhancing the perception of value in the minds of consumers.
Place:
New Look has a significant retail presence both in the United Kingdom and internationally. The brand operates a network of physical stores strategically located in prominent shopping districts, malls, and high-street locations. This extensive brick-and-mortar presence enables New Look to connect with customers at physical touchpoints and provide an immersive in-store shopping experience.
In addition to its physical stores, New Look has a robust e-commerce platform, allowing customers to shop online through its website. The brand’s online store is accessible to customers globally, facilitating a broader reach and enabling the brand to engage with a diverse international audience.
Promotion:
Promotion plays a crucial role in New Look’s marketing mix to create brand awareness, attract customers, and drive sales. The brand employs a variety of promotional strategies:
- Advertising: New Look advertises through various channels, including television, print media, and digital platforms. The brand showcases its latest collections and seasonal offerings through captivating visuals and compelling messaging.
- Digital Marketing: The brand actively engages in digital marketing efforts, including social media marketing, email campaigns, and influencer partnerships. New Look’s vibrant social media presence, especially on platforms like Instagram, features fashion inspiration, style tips, and real-life customer content.
- Sales Promotions: New Look conducts periodic sales events, seasonal discounts, and limited-time offers to incentivize purchases and create a sense of urgency among customers.
- Public Relations: The brand leverages public relations to secure media coverage, participate in fashion events, and collaborate with stylists and influencers to gain credibility and exposure.
- Customer Loyalty Programs: New Look offers loyalty programs to reward repeat customers with exclusive offers, discounts, and personalized shopping experiences, fostering customer retention and brand loyalty.
By effectively managing each element of the marketing mix, New Look has established itself as a prominent fashion retailer, capturing the attention and loyalty of a diverse customer base. Its focus on fast-fashion, affordability, diverse product offerings, omnichannel presence, engaging promotions, exceptional customer service, and efficient processes have contributed to its success in the highly competitive fashion retail industry.
Also Read: Tom Ford Marketing Magic: Strategies & Marketing Mix
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