Abstract
When George Davies started his Next chain of fashion shops over two years ago he may not have realised what a revolution he was putting in train. Based on the realisation that purchasing power had moved from the young to the older 25–45 woman, — “women,” he says, “who care about fashion first and price second,” the Next group by the end of this year will have 162 outlets trading including a handful in Germany. Naturally, he has not been without his imitators. Names like Now, Visuals, Look, Surprise and Principles proliferate; variety chains like BHS and Marks & Spencer have been forced to take a long hard look at their fashion ranges; even the department stores have faced up to a changing scene. In this special feature Penelope Ody makes a close examination of the effervescent fashion sector. And the future? It could be, she hazards, that the over‐50 will be the new flavour of the month.
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