If Littlewoods have their way, it will be from them. They’ve launched a £4 million TV campaign as part of the £16 million advertising spent by Littlewoods’ parent company Shop Direct Group. The TV ads feature Trinny and Susannah, whom Littlewoods also sponsor in their new Undress the Nation show. Littlewoods said the aim of the campaign was to drive towards target to have 70% of its sales coming from its online operation by 2011.
Catalogue and High street retailers are feeling the pinch from online T-shirt retailing, which has moved away from traditional brands into markets where people know the brand value of the T-shirt rather than the retailer, and base their shopping decision on the best price, customer service and support.
July 15th, 2008
The 2007 Christmas clothing rush has not materialised – in fact high street retailers have been forced to slash prices earlier than ever before to try to lure shoppers into stores after what has been a really dire start to the Christmas run-up. French Connection has already launched a 50% sale, while Morgan, the fashion chain is offering discounts up to 65% and Faith, the shoe retailers, are giving up to 60 % off. Marks & Spencer has launched a wide-ranging promotion on alcohol to try and encourage shoppers into its stores and this week Laura Ashley, the fashion and furniture retailer, started a 50% off sale.
These promotions vary, some have been planned in advance and others have been thought up on the spur of the moment by worried senior executives, but they all show how difficult trading is this Christmas.
On the other hand, online clothing sales are increasing steadily. While they still only account for less than 10% of the overall market, an increase of 138% is expected between now and 2011, when sales are predicted to reach £2.9bn.
Marks & Spencer store image by ktylerconk
December 21st, 2007
