New Look • ‘New Look has confessed to the cardinal sin of retailing – failing to sell what the customer wants to buy.’ http://www.telegraph.co.uk/business/2017/08/12/can-newlooks-fall-fashion-fixed/ • New look were found that their ethical standards are very poor. In January factory workers in Leicester were found to be being paid as little as £3 an hour. • When visiting the store it is obvious New Look are struggling and falling behind on trends, their trend research needs to be up to date as it has been noticed that they have missed out some key trends due to poor trend forecasting.
New Look Strengths Their products appeal to people who aren’t bothered about being on trend or fashionable as they are a budget retailer and produce basic clothing. Opportunities They have the opportunity to hire a better trend forecaster. Also they need to produce better advertisement for example through social media because that is the main device used by their target audience, teenagers. Weakness’ None of their products are on trend which is unattractive to a lot of consumers because some clientele will see a garment in the window and be attracted to buy it, but if there are no eye catching or on trend garments there is no reason for them to visit the store. Threats Their threats are similar retailers such as H&M, who do produce on trend garments at the same sort of price as New Look – but if New Look are lacking the on trend garments consumers would obviously rather shop at H&M. Primark could also be seen as a strong competitor, though their advertisement is not strong, Primark is a typical place where most people will result to, to buy cheap clothes.