FatFace delivered a strong Christmas trading period thanks to a full price strategy and a multi-channel focus.
In a highly promotional market, FatFace maintained a full price proposition, waiting until Boxing Day to go on sale. For the five weeks to 2 January, full price like-for-like sales were up 3% on the previous year and ecommerce sales grew 43%. The fashion retailer said that the majority of traffic and sales now come from mobile devices.
The lifestyle brand also recorded its largest ever week of sales at £11.2m, during the period.
“The results demonstrate the resilience of the FatFace brand and reflect the continued investment we have been making in product, service and retail environment in our stores and online,” commented Chief Exec Anthony Thompson. “Most notable was the shift towards online and mobile devices with our ecommerce business representing over 20% of total sales for the first time during the Christmas period.
“Our customers also responded well to our decision not to discount before Christmas,” Thompson added. “They can trust the integrity of our prices and buy their Christmas presents with confidence that they will not be discounted whilst waiting to be unwrapped by their family and friends.
Our ‘Thanks for Giving‘ campaign was also a success on Black Friday. Rather than discount we donated a percentage of our profits and as a result £200,000 has been donated to local charities around the country.”
Nividya Sharma, an analyst at Verdict Retail said that high street chain‘s strategy reinforces the appeal of FatFace‘s offer, “while allowing it to benefit from pent-up demand during sale period. It is an admirable stance especially given rivals such as Joules and White Stuff continue to tempt shoppers with Black Friday and pre-Christmas promotions and discounts.”