It takes a strong brand to outperform in a tough market. However that’s exactly what Next plc (UK) continues to do.  

Next’s lead over its rivals is not the result of a single tactic – it stems from a fundamentally different business model that prioritises margin, platform economics, inventory discipline, and capital efficiency over store count or speed of trend replication.

Long before other brands were talking about ‘focusing on selling more at full price’, Next was already doing this – successfully – for consecutive seasons.