9TH NOVEMBER 2024
PARISIAN PREP
PARISIAN PREP
JOHNSTON OF ELGIN,
PARISIAN MOMENTS,
STRENGTHS WEAKNESSES
• NEXT have a diversified portfolio of supplier countries, with a total of 41(Next PLC, 2022). By decentralising supply chains, NEXT lower potential disruptions that could arise from trade tensions (WGSN, 20241).
• Outlined in their 2024 CSR report, Next’s total fibre footprint is 55% cotton, which they source responsibly for a better environmental impact (Next PLC, 2024). Google searches have increased 11% for ‘cotton’ in menswear between 2022 and 2023, showing a shift in attitude to buying natural fibres over synthetic (WGSN, 20242).
• Creating similar looking products to those from more premium brands at lower, entry prices, see Figures 1 & 2 for similarly embroidered logos on rugby jerseys.
• Next’s current range is appealing to shoppers looking at entry and mid-ranged priced products. This therefore doesn’t act as a deterrent for customers looking to spend less on clothing.
• Good collection of basics seen within a store visit, regarding jeans, shirts and plain t-shirts (Huckle, 2024)
OPPORTUNITIES
• Preppy and sporty garments seen more frequently in AW 24/25 catwalks (WGSN, 20244), outlining a growing popularity for the styles from luxury brands.
• Wool has seen a growth of 17.4% in men’s clothing searches online, following the decrease in share for synthetic fibres (WGSN, 20244).
• Lowered polyester usage, in correspondence to its drop in share appeal, outlined by WGSN (WGSN, 20242).
• Partner with SOJO for a repair collaboration at top stores, for customers to mend previous purchases.
• Barrel leg fit trousers outlined by WGSN to be ‘maintaining sustained growth’ (WGSN, 20243), a style Next lacked during store visits to Leicester Highcross (Huckle, 2024).
• Embedding of trans-seasonal items, particularly outerwear, being able to pair with smart or casual outfits. WGSN suggest adjustable length coats, to be suitable for all climates, as well as ensuring accessibility to pulls and zippers for ease of changing (WGSN, 20245)
• Lack of GOTS cotton in current ranges, begin developing this into basic, simple items.
• Corduroy has made a comeback in men’s fashion, being the perfect mix of ‘smart yet relaxed’ (The Times, 2024)
• Polyester is Next’s 2nd highest total textile fibre footprint by weight, at 30% (Next PLC, 2022). WGSN highlights polyester dropping 23.3% in its share of appeal in UK menswear due to a rise in natural fibre searches (WGSN, 20242)
• Middle class 25–54-year-olds made up 60% of Next’s customer base (The Economist, 2024). Competitor Zara have a lower age band, 18-40 (Start.io,2022), who are also more susceptible to following trends and being more fashion conscious. Next would need to advertise themselves as more ‘trendy’ more to win over more of the Gen Z population.
• Although financially successful, the company has an embedded appearance of being for older populations (The Economist, 2024). This could be argued as a deterrent for younger shoppers.
• Zara appeal more to younger audiences from a high product turnaround, regularly bringing in new stock. This model is perfected with new products twice a week in stores (Impaakt, 2021), released in reduced amounts to show more products and increase the possibility of customer satisfaction (MartinRoll, 2021).
• Lack of WGSN predicted colours seen within store visits, either not at all or minimally, see Figures 3 and 4.
THREATS
• The threat of Zara as a competitor due to their close, European and North African supply chain allows for clothes to be in stores as short as 4 weeks, from design to the shop floor (Hugos, 2020)
• Trade tensions between US and China regarding Next stores in America, should the limited collection follow into international stores. Donald Trump hopes to introduce 60% tariffs on Chinese imports and 20% from all other countries countries if elected (BBC, 2024).
• Next are not appealing the younger customer market they’d like to target with more fashion-conscious ranges. This is based upon a store visit to Leicester Highcross Next in which the average age of shoppers on the menswear floor were no younger than 40 (Huckle, 2024).
• Lack of any use of Artificial Intelligence in stores, compared to other stores.
• Don’t broadcast their sustainability as much as other brands, meaning sustainable shoppers will go elsewhere if the information isn’t readily available.
2024)
S/S Boxy style T-shirt
220gsm 100% GOTS
Cotton
Double Jersey
£15
Panel Rugby Jersey, embroidered ‘N’
360gsm 100% BCI
cotton
Loop Back Sweat, Borg lined
£40
T-shirt tag
Barrel leg Trousers
55% Recycled
Polyester, 45% Wool
Suiting Fabric
£50
Straight fit Corduroy jeans
97% BCI Cotton, 3%
Elastane
11W Stretch Corduroy
£35
Long-Sleeved Striped Shirt
100% BCI Cotton
Poplin
£32
Cricket Knit Vest
60% Recycled
Polyester, 40%
Lambswool
5 Gg True knit, 12Ply with cable detail
£38
Adjustable Length
Trench Coat with embedded inner zips
100% BCI Cotton
Gabardine Cotton
Twill
£119
Scarf Collared
Cardigan
100% BCI Cotton
10 & 5 Gg True Knit, 9 Ply
£32
Range Plan Excel Sheet for Next AW25 ‘Parisian Prep’
Moodboard SWOT
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