Magazine article Marketing

New Look Plans Launch into Menswear Market

Magazine article Marketing

New Look Plans Launch into Menswear Market

Article excerpt

New Look, the high-street brand that made its name selling discount clothing to women, is exploring a move into the menswear market.

The company is working with Prospero, a business innovation consultancy owned by design agency 20/20, on the strategy for a potential launch into menswear that could take place as early as next year.

The development comes as retail consultancy Verdict predicts a sharp slowdown in growth in the UK womenswear market this year.

It suggested that growth in the womenswear market would slump in 2003 to 3.2% from 6.8% the year before.

While details of New Look's venture are sketchy at this stage, the likelihood is it would replicate its approach to womenswear, which combines basic fashion-conscious principles with a price-led retailing strategy, in the men's clothing market.

However, it is not yet clear whether this would entail the launch of stand-alone stores or including menswear within New Look's existing 500 UK stores.

Carl McPhail, development director at New Look, is leading the project alongside managing director Phil Wrigley and Richard Mott, Prospero founder and chief executive. …

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