N Brown Group’s womenswear brand JD Williams has launched its first “price promise” collection, to compete with Marks & Spencer and Next.
“The Cut” collection is designed to offer consumers a selection of key products at lower prices at the beginning of the season, rather than discounting later on.
New products will be added regularly to update the range.
Examples include a cotton parka priced at £65, which compares with similar versions at M&S for £79 and Next at £75, and skinny jeans priced at £40, £5 cheaper than Next’s.
Angela Spindler, CEO of N Brown Group, said: “This is about giving customers the best prices when they are most useful – at the start of the season. It isn’t a Sale – it’s more a promise to our customers: the best products at the best prices. We’ve price matched more than 200 products against our competitors’ and then lowered them even further.”
She continued: “As we’ll soon be moving into the colder months, customers are naturally tightening their belts as they face higher energy bills. Add the uncertainty following the Brexit vote and it’s a tough time to be a consumer. As a retailer, it’s our duty to offer the best value and quality to shoppers when they need it most.”