WOOLOVERS Anthea Turner with Lizanne Harris, Lee Cooper & Donna Durie, Woolovers & Sarah Stott, JPS
A fashion lifestyle brand produces its range in natural fibres which are sustainable and biodegradable, WoolOvers scooped the award for Best Business to Consumer Performance: Mature Brands sponsored by JPS Limited.
SPONSORED BY:
As consumers become increasingly aware of the impact fashion has on our planet and resources, demand is growing for ‘slow fashion’. WoolOvers together with its other brands Pure Collection, and Roama appeal unashamedly to the mature market. Tis segment which remains relatively unserved, represents a huge market which is best placed to weather any future ups and downs in the economy. Consumers who, in the main, are tired of being treated like ‘fuddy duddys’ and seeing extremely young models used by brands to show their ranges which are targeting what are effectively grandparents.
WoolOvers approach to mature customer positioning and marketing is refreshingly different and its revenues are growing steadily as a result. Its business has grown by over 151 per cent with gains made in both the USA and Germany. Its primary market is the UK and across the past 12 months 80 per cent of its customers are either newly recruited or have been reactivated with its new proposition. Tis is borne out by EBITDA for FY 2021 up to £45.1m for WoolOvers (from £19.8m for FY 2020) and EBITDA of £5.2m for Pure Collection for FY 2021.
By using older relatable models in its colourful ranges, the brands appeal deeply to mature customers who are living active lives and who are drawn to sustainable fashion. It has bucked the trend somewhat by increasing its catalogue volumes which has enabled it to communicate its brand values and sell products in a way which emails and social media cannot. It has also extended its ranges to include linen, jersey and organic cotton in summer, sheepskin, footwear and leather outerwear in winter and by adding homeware, gifts and baby clothing to its offering. Te aim is to become a full lifestyle brand for men and women – selling products which do not contribute to the plastic microfibre problem – and which promote a colourful, active lifestyle.
It has also recently introduced a marketplace to its website which offers, for example, tailoring from Brooke Taverner and leather goods from Lakelands with more to come.
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