Vision & Strategy
In The Style has a clear, long-term strategy to develop as a leading digital brand in the large, high growth sector of the female apparel market.
OUR GROWTH STRATEGY
Underpinned by the strong In The Style brand, differentiated model and well-invested infrastructure, the company aims to deliver long-term, sustainable growth by:
- Continuing to build the In The Style brand by campaigning on issues that are important to our customers, leveraging brand awareness and infrastructure to grow relationships with selected digital partners, and increasing investment in brand marketing.
- Continuing to innovate and leverage the In The Style social media platform by continuing to capitalise on the underlying growth in social media users and engagement, scaling our social media collaboration model, and expanding ITS’s social media influencer platform to increase organic marketing reach.
- Investing in our people, technology and infrastructure by developing and leveraging technology to improve customer retention and conversion, investing in talent to support the business’s growth, and investing in a new enlarged fulfilment centre.
- Driving forward other selected growth opportunities including international expansion, extension of own brand sales, branching out into new product categories and engaging in selected acquisitions.
An established brand operating in the fast-growing e-commerce fashion market with significant further growth potential
ITS operates in the large, UK Womenswear Market in which the online sales element is significant and fast growing.
The Group has delivered unbroken revenue growth since inception in 2013 and is now an established brand within the UK e-commerce fashion market.
An innovative and differentiated influencer collaboration model
The majority of ITS’s growth has been delivered through authentic collaborations with a growing group of influencers with high levels of engagement with their audiences on social media platforms.
A growing active customer base, who are increasingly returning to purchase more frequently
The Group has established an active customer base of 0.7m as at 31 December 2020.
ITS expects to continue to drive further new customer acquisition in particular due to seven new partnerships agreed with influencers due to launch in 2021 as well as one of its most exciting influencers to date who is expected to launch in April 2021.
A well-invested technology platform that is ready to scale
ITS has developed an e-commerce and digital marketing platform to serve its distinctive e-commerce model.
The Group has developed proprietary systems, including the customer app, launched in 2019, which was designed to improve customer retention and purchase frequency.
Experienced and proven senior management team, with an entrepreneurial culture
Collectively, ITS’s senior management bring a wealth of experience from across the online fashion industry and under the stewardship of an experienced Board of Directors, management are well placed to propel the business forwards.
ITS is an authentic, campaigning brand which aims to be a champion of female empowerment
ITS is a campaigning brand and industry champion for female empowerment, body confidence and real beauty. Inclusivity is at the core of the ITS brand, which actively promotes products for a wide range of body types and styles.
ESG is high on the agenda
ITS has a governance structure in place including a CSR committee that reports into the Board on a monthly basis. The Board is committed to a programme of continual improvement in this area and commissioned an independent review into its supply chain and sourcing practices and procedures ahead of Admission.
ITS operates a lean, capital efficient business model
ITS operates a lean, capital efficient business model, which combines relatively low fixed costs, an attractive shared risk and reward influencer model and a well-honed test & repeat buying model which lowers stock risk, all of which enables operational leverage.
Strong track record of sales growth underpinned by two key routes to market; profitable and cash generative
The Group’s track record of delivering sales growth was initially across direct-to-consumer (D2C) e-commerce sales, but ITS has recently diversified the business with the addition of a growing B2B Partner (as defined below) business.
ITS’s business model is cash generative, as it is supported by robust gross margins, favourable working capital dynamics (given the predominantly D2C model) and relatively low capital expenditure requirements.