New Look’s loyalty scheme, Club New Look, has hit one million members, marking a significant milestone in the brand’s digital transformation and customer engagement strategy.

The programme, which launched nationally in October 2025, following an initial trial rollout, has seen “strong and sustained customer uptake, tracking ahead of original targets” said the fashion retailer.

Club New Look is free to join and has been designed to “create a community of customers,” granting them “exclusive benefits while enabling a more personalised and relevant shopping experience,” New Look said.

Member benefits include “club prices,” early access to sales and new product launches, tailored offers, and entry into member-only prize draws. 

The programme has resonated strongly with New Look’s core audience, with around 56% of its members aged 18-44, according to the business.

Dresses are the most-purchased categories among Club New Look members, accounting for 14% of member transactions.

New Look chief customer officer Clare Dobbie said: “Reaching one million club members is a fantastic milestone and a real testament to the team and how strongly it has resonated with customers.

“From the outset, our ambition was to create a proposition that genuinely adds value – rewarding our most engaged customers while allowing us to deliver more relevant, personalised experiences.”

The programme has played a key role in New Look’s strategy to build stronger, longer-term relationships with customers, supporting increased spend per customer, frequency of purchase and tenure.

Dobbie added: “Hitting this target ahead of plan shows the appetite our customers have for being recognised and rewarded, and we’re excited about what’s next for Club New Look.”

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