Freemans launches ‘New & Wow’ concept for transitional dressing

Off the back of the wettest July on record and August’s unsettled weather, digital department store Freemans has launched a new concept called ‘New & Wow’ to introduce transitional collections ahead of AW23.

As the summer weather continues to disappoint, the focus is on outfit building and layering for whatever the weather brings over the next two months.

New & Wow aims to make shopping ahead of the new season "special, accessible and inspiring for everyone at every budget", with nearly 400 options.

Chief Customer Officer at Freemans, Richard Cristofoli, said: "So far this year, parts of August have felt like October, and with the certainty that the weather patterns are less predictable than ever, as well as customers in 'buy now, wear now' mode more than ever, the old autumn/winter and spring/summer fashion cadence is out of date.

"With New & Wow, we have introduced more in the moment fashion drops with product that is transitional. It marks a shift from the old catalogue seasonal planning cycle to fluid drops of product online.

"It also gives another reason for customers to shop with us as they discover drop after drop of new product that can be worn now, layered for later on in the season, or if the current warm spell all of suddenly turns cooler again."

The New & Wow offer is underpinned by exclusive collections from value fashion brand Bonprix, sourced exclusively from the retailer’s parent company Otto, as well as other Freemans exclusive brands including Lascana, Aniston and STAR by Julien Macdonald.

New & Wow is being promoted from today, 16 August, across all of Freemans owned channels as well as all social and digital channels.