Next is launching a new fashion platform, Seasons, aimed at the premium market to rival Frasers’ Flannels.
- Seasons will stock brands like Ganni, Joseph, and A.P.C., unavailable on Next’s existing website.
- CEO Lord Wolfson aims to better serve Next’s premium customers by offering more luxury brands.
- Despite new ventures, Next remains cautious on investment, focusing on building brand trust.
- The premium fashion sector faces challenges, with many brands looking for stable platforms.
Next, the high street retailer, has announced the upcoming launch of its new fashion platform, Seasons. This move signals its ambitious entry into the premium and affordable luxury market, directly challenging competitor Frasers’ Flannels. The platform aims to attract aspirational shoppers by providing a curated selection of brands such as Ganni, Joseph, and A.P.C., which are not currently available on the main Next website.
Lord Wolfson, Next’s chief executive, emphasised the company’s strategy to cater to their growing segment of premium customers. He stated, ‘There’s a customer out there that are buying expensive brands from Next – they’re a bigger segment of our customers than we thought.’ This indicates a shift in consumer buying patterns towards fewer, higher quality items, mirroring broader trends in the fashion industry.
Despite the enthusiasm for Seasons, Next is cautious in its approach. Wolfson has clarified that they are not heavily investing financially but are prioritising meticulous brand curation and trust-building with third-party brands. The objective is to make Seasons a platform where brands feel proud to be showcased, focusing on quality presentation and reliable service.
The introduction of Seasons is timely, as the premium multi-brand sector experiences turbulence. Recent events have included Matches being acquired and subsequently entering administration, and other platforms like Net-a-Porter struggling financially. This context suggests that while there is space for new entrants like Seasons, success requires careful navigation of market challenges.
Next’s Total Platform, a robust infrastructure supporting third-party brands through website, fulfilment, and marketing, underpins the initiative. Experts, such as GlobalData’s Chloe Collins, believe Seasons could expand Next’s customer base, particularly among younger, environmentally-conscious shoppers seeking quality and sustainability. However, questions remain about its potential reach beyond London’s affluent market.
While Next cautiously navigates the launch of Seasons, it represents a calculated step into the evolving premium fashion landscape.
