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Influencer backed e-commerce brand In The Style posts strong quarter of sales

Gaelle Walker
11 January 2021

Strong Black Friday and Christmas trading contributed to a 169% year on year rise in total sales to £13.5m at e-commerce womenswear fashion brand In The Style.

New customers grew by 45% year on year with e-commerce order volumes increasing by 95%, the influencer-backed brand’s 13-week trading update to 31 December revealed.

A "Black Friday TV" social media campaign included the launch of 11 different collections, each in partnership with an In The Style influencer, over a six-day period.

The company, which expanded into new product categories such as activewear and maternity, including a "His and Hers" Christmas pyjama collection, throughout the year, also saw sales via its proprietary App grow by more than 500%, with in-app sales representing more than half of total e-commerce sales.

The high mix of sales through this channel also contributed to a 50% increase in the e-commerce conversion rate, while sales through digital partners grew by more than 400%.

Commenting on the results, In The Style chief executive officer and founder Adam Frisby said: “We are delighted to have delivered a very strong performance during the important golden quarter trading period, building on what has been a transformational year for In The Style.  

“We have proven yet again the strengths of our innovative influencer model, deep customer understanding and our well invested infrastructure as well as the relevance and adaptability of our product proposition.

“During recent months we have successfully launched new product categories such as activewear, maternity and nightwear, as customers moved away from traditional ‘party season’ clothing.

“As well as achieving strong revenue growth we also maintained our strong customer acquisition trend and continued to drive increased sales through our popular app, which is an important customer engagement platform for the brand.

“We believe that, underpinned by our innovative and flexible model, strong brand and growing customer base, In The Style is very well-positioned to build on its strong momentum during 2021.”

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