The Retail Giant Bets on Women's Fashion to Revive Autumn Performance
In the wake of a cyber-attack hampered its summer season operations, the retailer is banking on fashion to brighten its autumn results.
A designer-inspired, bejeweled, dark gray V-neck sweater (valued at £46), a faux leather trenchcoat carrying a price tag of £90 – significantly lower than comparable luxury options – and a £36 above-the-knee folded skirt reflecting popular trends are expected to launch in outlets soon.
“We can be more daring because although we continue to dominate with mature shoppers, we’ve won additional shoppers within the 35- to 55-year-old group,” said a retail spokesperson.
The retailer is counting on womenswear, which has experienced improving sales and standing in the last 24 months, to lead a turnaround following a devastating digital incident that affected activities for several months and may have led to substantial revenue setbacks.
The aim is to make certain that when a shopper visits a store, ‘a large portion of the products will be new for her’. The rest of the segment includes staple products – including classic T-shirts, skinny jeans, versatile bottoms, and similar articles that stay perennially available.
The retailer thoroughly evaluates trends for everyday use, ensuring that particularly daring garments are approachable. The return of the short skirt, as an instance, is represented in the range, but invariably in lengths that are comfortable and wearable.
Knowing what looks to ignore is equally critical as spotting those that to embrace. The focus is on more muted shades – such as blush, burgundy, and neutral – which are considered more flattering and versatile, instead of harsher hues that can be less user-friendly to incorporate.
Faux leather features extensively on coats, outfits, bottoms, and shoes. In recent months, the brand enjoyed a significant success with accessible loafers, shifting an impressive number of pairs and leveraging the ongoing interest for versatile footwear. Allocation in this category has been boosted significantly for the upcoming period.
Within the jeans category, high-waisted styles remain prevail, with cost remaining a critical element. While lower-priced alternatives are vital, there is growing scope for somewhat increased values when the garment justifies it.
To enable faster adjustments to shopper preferences, the retailer has significantly shifted production from far-off locations to more local production in nearby countries, shortening production cycles and improving flexibility.
