Makeover duo to provide fashion advice
TV fashion gurus Trinny and Susannah have signed a two-year deal with home shopping group Littlewoods.

The makeover duo will provide 12 pages of fashion advice in the retailer's catalogue and will be involved in the company's PR and advertising.

The fashion experts have also produced a booklet, The Golden Rules, which will be sent to all Littlewoods customers, outlining how best to dress for different body shapes.

In addition, customers will be able to enter their measurements online for guidance on the best type of clothing to suit their body shape.

The retailer snapped up the pair after an overwhelming response to its sponsorship of their ITV programme Trinny & Susannah Undress.

Littlewoods said it experienced spikes in visits to the site of up to 65 per cent during broadcasts and an average hit increase of 19 per cent week on week.

Trinny and Susannah sell their bodyforming underwear, Original Magic Knickers, through Littlewoods, which has exclusive home shopping rights to the lingerie.

The home shopping group unveiled a£200 million rebranding initiative at the end of September, in an effort to reverse a decade of double-digit sales declines. Following the launch, online orders at Littlewoods rocketed 35 per cent.

The group has set a target of doubling its online business, which is valued at£380 million at present. Total group turnover is£2.1 billion.

Chief executive Mark Newton-Jones wants to refocus the business online and address what he believes is a misconception of the brand as Northern, downmarket and for the over-50s. The initiative is due to be completed this year.

Littlewoods is owned by the Barclay brothers and operates a catalogue and online business comprising 12 brands, including Littlewoods, Kays and Choice.