Trading Update for the 13-week period ended 31 December 2020
Very strong Black Friday and Christmas trading performances build on transformational year.
11 January 2021: In The Style, the fast-growing e-commerce womenswear fashion brand with an innovative influencer collaboration model, is pleased to announce an update on its trading for the 13 weeks to 31 December 2020 (the “quarter”).
- Total sales increased by 169% year on year to £13.5m
- New customers grew by 45% year on year with e-commerce order volumes increasing by 95%
- Sales through the proprietary In The Style App increased by more than 500% with in-app sales representing more than half of total e-commerce sales
- Successful launches of new product categories to extremely positive customer receptions including the brand’s first Christmas pyjama collections
- Continuation of charity partnerships with Family Action charity through successful Christmas Jumper campaign
In The Style delivered a very strong performance during the 13-week period with sales increasing by 169% year on year to £13.5m. This performance reflected strong growth in new customers driven by increasing awareness of the In The Style brand and the strength of the Company’s influencer collaboration model as well as increased conversion and order frequency rates.
The Company marked the Black Friday period with a creative ‘Black Friday TV’ social media campaign which saw the launch of 11 different collections, each in partnership with an In The Style influencer, over a six-day period. The success continued through the festive period, which saw the launch of the brand’s first family and ‘His ‘n Hers’ Christmas pyjama collections.
Sales through the proprietary In the Style App increased by more than 500% with more than half of the Company’s e-commerce sales completed through the app during the Period. The high mix of sales through this channel was also a significant contributing factor to a 50% increase in the e-commerce conversion rate.
Sales through the Company’s digital partners grew by more than 400% reflecting strong customer demand.
Adam Frisby, CEO and founder of In The Style, commented:
“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. Throughout the period the brand has continued to communicate its core values of body positivity, inclusivity and Be Kind through a range of content, campaigns and charity initiatives.
“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.”
Notes to Editors
In The Style is a fast-growing e-commerce womenswear fashion brand with an innovative influencer collaboration model.
Founded in 2013 by entrepreneur Adam Frisby, the brand champions female empowerment, inclusivity, body positivity and real beauty.
The brand’s innovative and highly adaptable influencer collaboration model, which sees it work with influencers on a long-term basis to collaboratively design, develop and promote branded collections, differentiates it from competitors.
In The Style currently partners with a stable of 14 influencers, including Dani Dyer, Jacqueline Jossa and Billie Faiers. Together they enjoy a combined global social media reach of almost 30m.