In a retail landscape marked by sales slumps, Blakely, the Norfolk-based lifestyle fashion retailer, stands out with an impressive revenue surge. The brand’s strategic emphasis on quality-driven purchases has propelled its revenues to new heights, showcasing a 39.7% year-on-year sales leap in the first half of the year, a stark contrast to industry-wide spending declines.
Amidst challenging market conditions, Blakely reported its most significant quarterly revenue increase in Q3, boasting a remarkable 189% year-on-year growth from July to September. The driving force behind this success lies in the brand’s focus on womenswear and its commitment to meeting the demands of consumers seeking to «buy better.»
Blakely attributes its triumph to the emerging trend of consumers choosing to invest more in each purchase, positioning itself as a premium option for lifestyle fashion. CEO Gareth Newman highlights the importance of connecting with customers in a year where every purchase is more precious due to the cost-of-living crisis, emphasizing the brand’s commitment to offering enduring, high-quality products.
Newman notes that rewarding customers for their purchases has been a key driver of success, with first-time buyers often evolving into returning customers who opt for premium items and expand their shopping bags.
On the marketing front, Rhian Stuart, Blakely’s Head of Digital, underscores the power of user-generated content (UGC) in driving interactions and conversions. In the age of rising AI dominance, Stuart emphasizes the enduring importance of the human connection, making brands more relatable through authentic customer stories.
Looking ahead to 2024, Blakely has ambitious plans, including the launch of a new website enriched with video and user-generated content. The brand is set to unveil a yoga-centric activewear range, demonstrating its commitment to innovation and meeting the evolving needs of its discerning customer base.
Discover the allure of Blakely’s quality-focused fashion and join a community that values authenticity and lasting style.
