RE: Whales31 Dec 2022 03:57
Next aren't doing anything similar to THG from what I could see from my research. All they are doing is buying from other brands to sell on their online platform, similar to Amazon marketplace. If anything it has made shopping on next.co.uk an absolute mess, because of too many brands and choice. It was simpler when just trying to buy a white Next shirt from Next, but now there's loads of brands and too much choice, so most people just filter on the Next brand anyway.
When retailers try to extend ranging and choice, it doesn't increase sales to the same extent, and in my experience can actually decrease sales. E.g. An increase of 50% range choice may only lead to a 5% increase in sales, if the retailer already stocked the best selling lines. Or you get sales cannibalisation. Look at how Aldi and Lidl are stripping sales from Tesco by offering a simplistic range. Next is losing its identity and is desperate to hold onto sales as the high street declines.
THG Ingenuity is very different from Next total or Amazon marketplace, enabling brands to only list their own products on their own sites and build brand loyalty, not just trade against their competition on another etail platform.