New Look, the number one UK retailer of women’s denim by value and volume, has rebranded its entire denim offer.
New Look’s House of Denim range has been rebadged as Yes Yes jeans, which it said was to reflect the satisfaction a customer feels when they find the right fit.
Within the Yes Yes range, New Look has renamed its five jean fits to better describe the cut, and added swing tickets detailing the kind of customer who would wear the fit and the accessories that would match the look.
The five jean fits are bootcut, priced at £10, and skinny fit, low hip, straight and skinny flare – all priced at £20.
A spokesman for New Look said the changes would help customers navigate the denim offer at New Look, allowing them to create the perfect look and easily find the
The spokesman said the washes and fits remained largely unaltered, because “they were selling incredibly well before relaunch”.
The total value of the under-35s denim market fell by 15% to £297.3m over the 24 weeks to April 26, according to retail research company TNS Worldpanel Fashion.
It added that the drop in sales was driven by declines in the branded sector. Sales by value of women’s own-label jeans dropped by 19% over the period.