Littlewoods is ramping up its focus on fast fashion and ecommerce by launching an online womenswear 'catwalk' to showcase its Love Label brand.
It is part of the group's strategy to rely less on seasonal books. Love Label, launched last autumn, derives 45% of its £50 million sales from the web, but the figure is expected to shift in favour of online in the near future.
The catwalk will showcase 50 key lines within the 300-strong sub-brand. Shoppers will be able to watch video footage showing the look and movement of selected lines.
Love Label, which was not originally intended to be a fast fashion brand, now has a six-week lead time. But buying and merchandising director David Ingles said it was "chipping away" to get product out faster.
"Love Label's potential is huge; not just because of style, but also quality," he said. "The catwalk removes doubt about whether it's just down to clever photography."
Littlewoods, which has signed Make Me A Supermodel winner Albert Mordue to model its clothes, is also introducing fast fashion into kidswear (Drapers, April 21). Ingles said there could also be a similar opportunity within the men's Booker range in future.