Strategy (6)
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Retail Navigator Analysis
Whistles (Strategy)
Prior to the pandemic, robust sales growth had been restored to the UK market as renewed expansion got under way. Much of this centred on new concession development, with Whistles reportedly on the hunt for more such locations.
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Retail Navigator Analysis
Ecommerce at Whistles
Whistles will be using personalisation and customer relationship management to improve its conversion rate going forward.
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Retail Navigator Analysis
Technology strategy at Whistles
Whistles is a relatively young retailer in terms of its technology and it has less issues with legacy systems than many retailers. This is because it needed to invest in its own IT systems after it was separated from Aurora Fashions in 2008, following the buyout by former boss Jane Shepherdson.
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Retail Navigator Analysis
Supply chain at Whistles
Whistles’ supply chain strategy is geared towards supporting its international operations as well as the online business. A major focus is to increase the responsiveness of the supply chain, in order to pull back items that are not selling well and replace them with pieces that will sell.
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Retail Navigator Analysis
Stores at Whistles
As part of Whistles’ earlier repositioning, the standalone network had been reduced as underperforming outlets were shuttered and a number of relocations to better premises have taken place in line with its upmarket stance.
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Retail Navigator Analysis
Customer and marketing at Whistles
Whistles is positioned as a credible premium offering, sitting between the high street and the designer end of the market. There is a clear focus on high quality and strong design that the company itself refers to as ‘effortless’ fashion.