Published
Sep 29, 2015
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New Look puts offer expansion in high gear

Published
Sep 29, 2015

New Look is following in line with its main competitors and expanding its know-how, striving to position itself as a global brand. Like H&M and Zara, the British apparel retailer is working on broadening its product range…

After launching an activewear line in January and then make-up in April, New Look is completing its sportswear range with three new sports. It is also setting up the launch of a home decoration and a premium costume jewellery line.

New Look is expanding its sport line.


On the sports side, New Look has stepped up the pace by integrating its activewear and cross-training range with three other competitively priced lines (from €2 to €29.99): yoga, dance and skiing (coming soon).

The first line, yoga, has just hit shelves and will be available in the majority of the retailer's stores in UK and abroad.

The dance line, featuring tops, leggings and other apparel, is still in its test phase and only available on New Look's e-shop.

The skiwear line is still under development but a first collection of warm wearables for racing and training should be available in early 2016. 

About the skiing line, Jonathan Blamire, Marketing Manager for the label in France, has stated: "Our current thinking is to offer base-layer models as well as some after-ski items." 

New Look's Home decoration line.


New Look is also planning the November launch of a home decoration line featuring cushions, picture frames, mirrors and other wares, all available at the retailer's stores.

"Whether it is for our sports line or our homeware, the aim is to answer to our ready-to-wear customers' need. They need to be able to find in our stores what until now they have been finding elsewhere, and the price element is key for them... We did our best to maintain our usual positioning," Jonathan Blamire stated.

Finally, and also from next November, New Look will present a collection of premium costume jewellery (sold below €50, as opposed to below €20 for the classic line).

Consisting of some ten items, the line will join New Look's other premium lines, namely denim apparel, handbags and shoes.

After such a major expansion of its offering, the British retailer may consider developing a new store concept to highlight its new lines... But according to Jonathan Blamire, there are no plans in this area yet.
 

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