In The Style, an eCommerce womenswear fashion brand with an influencer collaboration model, is pleased to announce an update on its trading for the 13 weeks to 31 December 2020 (the “quarter”).
Its total sales increased by 169 per cent year on year to £13.5m with new customers up by 45 per cent year on year with eCommerce order volumes increasing by 95 per cent. Sales through its proprietary App increased by more than 500 per cent with in-app sales representing more than half of total eCommerce sales
The business had launched new product categories to extremely positive customer receptions including the brand’s first Christmas pyjama collections. It had also continued its charity partnership with Family Action through a successful Christmas Jumper campaign.
It had marked the Black Friday period with a creative ‘Black Friday TV’ social media campaign which saw the launch of 11 different collections, each in partnership with an In The Style influencer, over a six-day period. The success continued through the festive period, which included the launch of its first family and ‘His ‘n Hers’ Christmas pyjama collections.
Sales through the Company’s digital partners grew by more than 400 per cent reflecting strong customer demand.
Adam Frisby, CEO and founder of In The Style, commented: “We are delighted to have delivered a very strong performance during the important golden quarter trading period, building on what has been a transformational year for In The Style. We have proven yet again the strengths of our innovative influencer model, deep customer understanding and our well invested infrastructure as well as the relevance and adaptability of our product proposition. During recent months we have successfully launched new product categories such as activewear, maternity and nightwear, as customers moved away from traditional ‘party season’ clothing.
“As well as achieving strong revenue growth we also maintained our strong customer acquisition trend and continued to drive increased sales through our popular app, which is an important customer engagement platform for the brand. Throughout the period the brand has continued to communicate its core values of body positivity, inclusivity and Be Kind through a range of content, campaigns and charity initiatives.
“We believe that, underpinned by our innovative and flexible model, strong brand and growing customer base, In The Style is very well-positioned to build on its strong momentum during 2021.”
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