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Freemans addresses changing weather patterns with New & Wow collection

Freemans, the digital department store today (August 16) launches its new concept ‘New & Wow,’ which introduces transitional dressing ahead of AW23 at a time customers need it most.

The move falls against a backdrop of the wettest July on record and the start of August feeling more like early Autumn, with current brief respite but more downpours forecast.

With weather patterns fast changing Freemans recognises the historic seasonal fashion calendar, with its early routes back to the start of the last century and designer runway shows starting post war, is somewhat out of kilter.

New & Wow, rather than jumping straight into AW23, is designed specifically to showcase its new transitional collections with outfit building and layering for whatever the weather brings over the next two months.

Its aim is to make shopping ahead of the new season special, accessible and inspiring for everyone at every budget with nearly 400 options.

The launch sees the digital department store herald “latest looks at great prices” with transitional fashion and wardrobe staples that can be worn now and layered for later in the season, underpinned by its exclusive collections from Bonprix, Europe’s leading value fashion brand, sourced exclusively from the retailer’s parent company Otto.

To complement and showcase products you can’t buy anywhere else, Freemans draws on its other exclusive brands including Lascana, Aniston and STAR by Julien Macdonald.

Chief customer officer at Freemans Richard Cristofoli said: “This year parts of August have felt like October and with the certainty that the weather patterns are less predictable than ever as well as customers in ‘buy now, wear now’ mode more than ever, the old Autumn/Winter, Spring/Summer fashion cadence is out of date.

“With New & Wow, we have introduced more in the moment fashion drops with product that is transitional, new and underpinned with amazing Bonprix value. It marks a shift from the old catalogue seasonal planning cycle to fluid drops of product online. It gives another reason for customers to shop with us as they discover drop after drop of new product that can be worn now, layered for later on in the season, or if the current warm spell all of suddenly turns cooler again.”

The retailer has previously reported a 65 per cent increase in customer numbers over the past two years. It has also increased the frequency of drops and ‘newness’ throughout the whole season, moving away from a single start of season drop a few years ago as it transitioned successfully to a digital department store.

New & Wow will be promoted across all of Freemans owned channels as well as all social and digital channels.

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