Hello
I bought shares in this around the dip in first half of year. Not a lot compared to full position and plan to hold for the long term to see what happens. Not a very sophisticated view.
Anyhoo, I've loosely followed their product material, marketing and imagery since. My feel is that two things have happened over the course of this year:
1) The presentation of the product has moved more confident with a more middle class and even professional focus over the year, from a position that was perhaps a bit less affluent and Next-y middling middle office or mummy dressing a bit smart day (really dodgy description - sorry - hopefully it is relatable rather than viewed as offensive). Perhaps you could say less Loose Women and your aunties having a barney and more aspirational drama/sitcom with powerful or more edgy women in it.
2) I feel the imagery and maybe the clothing is perhaps moving younger
Any views? Do you think I have spotted correctly? If yes, does it have implications for trajectory of company (short and long term)?
Ciao
I do think they have sharpened up the look. Hopefully that's based on more real world experience of what is selling. It looked to me previously as if they were designing for their own tastes, perhaps now they are designing for the market.
If they can crack the workwear market surely there must be more money there than in the stay at home watching ITV crowd.