Clothing retailer Next has decided against launching a Christmas TV campaign this year. The move comes after the retailer’s chief executive, Simon Wolfson, recently predicted that sales will slide further in the new year.
Last month the retailer revealed a 4.4% fall in like-for-like sales for the 14 weeks to November 1.
The decision to scrap TV advertising this year is in sharp contrast to its strategy last year when it launched its first major TV ad campaign. The £18m campaign featured its revamped collection. It was supported by a major push on Christmas windows, thought to have cost around £2m.
At the time, Wolfson said that as the retail environment got worse, “our performance [got] better.”
A spokeswoman confirms that there are no plans to advertise on TV this Christmas. She adds: “Next will use TV in the new year, but the Christmas marketing budget will instead be poured into press and advertising.”
Wolfson is reported to have said that last year’s campaign did not result in a big sales increase. The advertising is handled in-house, with media planning and buying through MediaEdge:CIA.