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New Look pursues ecommerce crown

New Look has thrown down the gauntlet to Asos and Next with a target to become the number one online fashion retailer within three years, after launching a multimillion-pound second-generation website last week.

The new site features enhanced lifestyle photography, 360-degree product viewing and simpler navigation with refined product searches and an easier click through from product to checkout process.

New Look ecommerce director Dom McBrien said New Look had already jumped from sixth to third place behind Next and Asos in terms of site traffic over the past 10 months. Newlook.co.uk generates about 1.5 million visits a week.

“We want to be the number one multichannel fashion retailer,” said McBrien. “In the next three years we want to be top of the list.”

McBrien added: “Next has had 20 years of its catalogue and has its heritage and its database, but we have a lot of new features on this site. Asos doesn’t have stores. We can multichannel and they can’t.”

McBrien plans to introduce local language sites and other currency options as well as driving online-exclusive product and integrating a mobile site.

Alexon chief executive Jane McNally has vowed to raise the company’s online profile by investing £750,000 from the group’s successful £20.3m capital raising this week.

For more on multichannel see our Ecommerce Focus in this issue »

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