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The Bias Cut sales leap 463% in December

Tom Bottomley
15 January 2021

Online women’s fashion retailer The Bias Cut – founded in 2016 but rebranded in September 2020 - has announced record sales figures during the 2020 festive trading period, with sales up by 463% on December 2019.

The power of social media platforms to convert into sales played a pivotal role in the growth, with sales via Instagram up 479% from the same period last year.

Surprisingly, despite coronavirus restrictions and challenges placed on consumers over Christmas, the retailer saw a particular increase in sales of party dresses and blouses, as well as loungewear accessories and gift items such as embellished jewelled slippers.

Founder of The Bias Cut, Jacynth Bassett, said: “Our huge increase in sales shows that consumers are willing to spend online even during these difficult times. They can shop safely and we introduced access to more cost spreading payment options through Klarna and Clearpay.

“Feedback from both new and existing customers indicates a genuine keenness to support small, independent businesses with strong values, while also discovering unique, quality designs and new sustainable brands.

Popular pieces have included the "Maxime" dress and top by Fabienne Chapot, priced at £199.99 and £129.99 respectively. The "Maxime" dress was worn by Lisa Snowdon on ITV’s This Morning, while the "Maxime" top was worn by Lorraine Kelly for her Lorraine show. All of which formed part of The Bias Cut’s strategic PR and marketing AW20 campaign to engage and introduce a new audience.

Bassett added: “Overall, in 2020 we've seen a significant shift in attitudes towards the importance of style and specifically how our clothing choices affect our mindsets and behaviours.

“As the first truly age-inclusive online fashion boutique, we have always recognised how style plays an important role in self love and care, and we believe that everyone should have the choice and option to dress in a way that makes them feel good. These inclusive values appeal to consumers as they shop more consciously and mindfully.”

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