Next is set to intensify its rivalry with Frasers through the launch of its new premium website, ‘Seasons’.
- Scheduled to go live before Christmas, Seasons will feature brands not currently available on Next’s main site, including Ganni and A.P.C.
- Next’s focus on ‘aspirational brands’ follows strong demand for existing premium brands such as Reiss.
- Seasons aims to capture the growing market of consumers willing to invest in premium products despite economic challenges.
- The platform presents both an opportunity for growth and a potential challenge to Frasers in the competition for premium customers.
Next is poised to heighten its competitive stance against Frasers with the introduction of the ‘Seasons’ website, specifically targeting aspirational shoppers. The platform, anticipated to be operational before the festive season, will house an array of premium and affordable luxury brands, including those like Ganni, Joseph, and A.P.C, which are not previously offered on Next’s main site.
Lord Wolfson, Next’s chief executive, articulated that the initiative is designed to enhance the service for premium customers by presenting them with brands they are likely to favour. This venture is part of the company’s broader strategy to edge closer to a £1 billion profit target while marking another significant challenge against the Frasers Group.
The data reveals a significant segment of Next’s customer base actively seeks premium products, which has informed the development of Seasons. Wolfson noted, “There’s a customer out there that are buying expensive brands from Next – they’re a bigger segment of our customers than we thought.”
Seasons will cater to the evolving purchasing habits where consumers prefer buying fewer but higher-quality items. Nevertheless, Wolfson highlighted that the company is not overly investing financially in Seasons, emphasising trust building with brands as a core focus initially.
This launch takes place amid fluctuations in the premium multi-brand sector, with brands seeking trustworthy platforms following instabilities demonstrated by rivals such as Matches and Net-a-Porter. An industry expert suggests Seasons poses a credible threat to Frasers’ Flannels, yet acknowledges the challenge of attaining profitability, which has eluded similar ventures.
Seasons is built on the strong infrastructure of Next’s Total Platform, providing logistical support and marketing capabilities. Expert opinions suggest that while Seasons may initially struggle to attract existing Next customers, its appeal to younger demographics interested in sustainability and quality could lead to success.
While Next isn’t heavily financially committed to Seasons, its potential to disrupt the premium market remains under scrutiny, particularly by competitors like Mike Ashley’s Frasers.
Seasons represents a calculated step by Next to expand its reach into the premium sector without overextending financially.
