Home shopping giants Littlewoods and Otto UK are racing to improve their offers as rival Next Directory ramps up its fashion credentials.
Littlewoods has continued its recent trend for rebranding by changing the name of its direct payment arm LX Direct to Littlewoods Direct.
The group is championing the brand in a £12 million multimedia ad campaign which launched on Thursday. This includes the retailer’s first TV ads in five years, featuring stylists Trinny and Susannah with the strapline ‘Home of big brands’.
The rebrand brings Littlewoods Direct in line with Littlewoods’ eponymous credit arm, which allows customers to pay for purchases in small instalments This was rebranded from Littlewoods Even More to Littlewoods in July 2006.
Another home shopping rival, Otto UK, has secured exclusive designer collections for its new mail order and catalogue fashion business Oli, in the run-up to its summer launch.
Designer label Maria Grachvogel and supermodel Jasmine Guinness have both designed ranges, which are aimed at the upper-mid-market price bracket.
Oli UK brand director Neil Sansom said the catalogue would be organised into sub-brands, such as high-end Oli Boutique and fast-fashion line Oli Ltd. Drapers revealed in January that Otto planned to launch a young fashion offer to target more aspirational customers than its Freemans shoppers (Drapers, January 20).
Sansom said Oli would comprise 60% own-label product, with the rest supplied by brands, including Shellys, Henri-Lloyd and Diesel. Otto UK is owned by Germany’s Otto Group.