Shop Direct Group has dropped celebrity style duo Trinny and Susannah from its advertising campaigns, but the pair will continue to design a range for the home-shopping group.
Shop Direct Group chief executive Mark Newton-Jones told Drapers: “We’ve used Trinny and Susannah for the past few years in advertising. We’ll still continue with them for the book, but they’ll be moving more on to product and product design. They will continue to develop ranges with us.”
He added: “We’re drawing up marketing plans for this year. We’re intending to do above-the-line television, magazine and press advertising. It’s a way to generate traffic for the business as we are not represented on the high street.”
Sales at Shop Direct rose 9% over the six-week Christmas period to January 2. Online sales at the business, which owns the flagship Littlewoods brand, were up 44% during the period, and now make up 56% of all sales, against 42% the year before. Newton-Jones said own-label womenswear, men’s and women’s footwear, and high street brands such as Oasis and Miss Selfridge had performed well for it over Christmas.
He added that the business was in good shape for autumn 09, but that currency pressures would see margins squeezed. He said he anticipated having to push prices up slightly.