Our strategy

What does it take to become the No.1 fashion destination for every body?

Our aim is to uplift our customers, colleagues and suppliers while striving to make kinder choices for our people and planet.

For over 50 years, New Look has been a standout name in British fashion, built on a deep understanding of our customer and a lasting connection with generations of women. By continuing to evolve how we show up for her through a strong omnichannel model, ongoing investment in our digital capabilities, a well invested store network and feel good fashion at great prices, we are confident in our ability to deliver long term, sustainable growth.

Helen Connolly, Chief Executive Officer

Our strategy

Relevant Everyday fashion, powered by data - Our ambition is to become the leading destination for Everyday style — loved by 18–44-year-old women, powered by loyal customers, digital growth, and market-leading data and technology.

Fashion that feels unmistakably New Look

We design everyday fashion that feels extraordinary: relevant, affordable and unmistakably New Look. Our strength comes from deep customer relevance, strong brand relevance and leading positions across key categories including dresses, denim, knitwear and footwear.

Growing higher-value customer relationships

We serve over 8m known customers across stores, app and social— with a clear opportunity to grow higher-value omnichannel relationships. Club New Look is deepening loyalty, frequency and spend across our customer base.

Smarter retail through data and AI

Through New Look Pulse, our proprietary data and forecasting platform, we are using customer, product, store and market data to make better decisions across the business — from buying and planning to pricing, marketing, loyalty and operations.

Our business model

Built as an omnichannel brand — A proudly omnichannel fashion business, bringing together a national store estate, strong digital channels, selected e-partner relationships in the UK and Europe and a growing loyalty ecosystem.

Connecting stores, digital and customer insight — Our model is built to understand customers better, serve them more personally and convert more of them into higher-value omnichannel shoppers. Stores provide reach, visibility and customer connection; digital channels provide convenience, engagement and growth; and our data platform connects insight across the business.

Turning insight into action — At the centre is New Look Pulse, which brings together millions of customer and business data points to support better decisions in product, pricing, marketing, loyalty, store investment and operations. This gives New Look a business model built for relevance, agility and profitable growth.