Next opts for targeting over mass reach to boost sales

Next doesn’t believe that its decision to spend a growing proportion of its marketing spend in digital channels has impacted brand awareness in the UK, nor does it believe brand advertising will help to grow the business overseas.
“Brand awareness isn’t something we spend a lot of time worrying about. We worry about sales and numbers of customers we recruit, because in the UK brand awareness is so high,” Next CEO Simon Wolfson told Marketing Week at a press event this mor