When the first Next fashion stores opened in 1982, they focused mainly upon clothing for men, ladies and children - this has now been expanded into a number of other household goods that include furniture and furnishings. A number of Kendall’s and Hepworth’s stores were converted as part of the launch of Next, and they kept marketing costs as low as possible by only advertising in the run-up to promotional periods.
In order to remain viable and competitive against online vendors, the Next Directory was developed to compete against websites and catalogue shopping. In retail outlets with a limited amount of floor space, this catalogue is used to display the full range of Next products, and they are also able to sell larger items for the home in this way. A number of Next clothing lines include the numbers ‘82’ or ‘1982,’ and this is a direct reference to the year that the company was formed.
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