Next is launching a new premium fashion platform named Seasons.
- Seasons aims to compete with Frasers’ Flannels by offering premium brands.
- Lord Wolfson highlights growing demand for aspirational brands among Next’s customers.
- Seasons will feature brands like Ganni, Joseph, and A.P.C.
- Next intends to strengthen relationships with premium brands on its new platform.
Next is preparing to launch Seasons, a new premium fashion platform that seeks to rival Frasers’ Flannels. Seasons is scheduled to go live before Christmas and is set to offer a range of premium and affordable luxury brands such as Ganni, Joseph, and A.P.C, which are not currently available on Next’s main website.
Chief Executive Lord Wolfson underscored the initiative by stating, “servicing the premium customers we’ve got better – giving them brands we think that they’ll love.” This new venture marks one of the avenues through which Next is pursuing growth, inching closer to reaching a £1 billion profit, and placing it in direct competition with the Frasers Group.
In recent years, Frasers’ Flannels has made significant strides in the premium fashion sector. Meanwhile, Next is turning its attention to more aspirational brands, driven by strong demand for its current premium offerings like Reiss. There is a notable segment of Next’s 8 million customers interested in premium products, which Seasons aims to serve better by featuring these sought-after brands on its platform.
The launch of Seasons comes at a time when the premium multi-brand sector is experiencing significant challenges. Industry observers note that while Seasons poses a credible threat to Flannels, it is not positioned to fully fill the gap left by the defunct Matches, which targeted a higher price point compared to Seasons’ likely sub-£500 range.
Nevertheless, one significant challenge for Next will be achieving profitability on the Seasons platform. Many multi-brand luxury platforms struggle with this aspect, as seen with others in the industry.
Next is leveraging its robust Total Platform, enabling third-party brands to utilise its existing infrastructure for website, fulfilment, and marketing. This places Next in a strong position as it ventures into this competitive space. However, GlobalData’s Chloe Collins suggests that while Next’s existing customer base might be older, Seasons could attract younger shoppers seeking quality and sustainability.
Eric Musgrave, a fashion expert, points out that Next’s historical online success is a strong foundation for Seasons. He also notes that although Next is not making a large investment, it is strategically significant, especially with regards to broadening its customer base.
Next’s Seasons platform signifies a strategic move into premium fashion, promising potential growth amidst industry challenges.
