Blakely, a lifestyle fashion retailer based in Norfolk, has experienced significant revenue growth in the first half of the year. While other major players in the fashion industry were struggling with declining sales, Blakely saw a remarkable 39.7% increase in sales compared to the previous year. The company’s third quarter, from July to September, witnessed an even more impressive uplift in revenue, with a year-on-year increase of 189%.

The success of Blakely can be attributed to its focus on catering to quality-conscious customers. Instead of encouraging impulse buying and fast fashion trends, Blakely positions itself as a higher-end option that appeals to shoppers who prefer to buy fewer, but more durable and high-quality items. CEO Gareth Newman explains that in times of economic uncertainty, customers are becoming more careful with their spending and are consciously choosing brands that offer long-lasting products. Blakely aims to create a deep connection between the brand and its customers by rewarding loyalty and providing products that are built to last.

One of the strategies that has contributed to Blakely’s success is the integration of user-generated content into its marketing efforts. Rather than relying solely on branded content, the company has found that incorporating customers into the brand by allowing them to share their stories drives greater engagement and conversions. While artificial intelligence is playing an increasingly important role in marketing, Blakely believes in maintaining a human connection that allows the brand to relate to its customers on a personal level.

Looking ahead, Blakely has ambitious plans for the future. The company is set to launch a new website in 2024, which will feature more video content and user-generated content. Additionally, Blakely will introduce a new activewear range that revolves around yoga. By continuing to prioritize quality, customer connections, and innovative marketing strategies, Blakely aims to sustain its growth and continue its upward trajectory in the fashion industry.

Useful links:
1. Blakely Official Website
2. Bloomberg – Fashion brands’ criteria for model castings