NEXT Directory
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Date: 1988 Object
Details: The first NEXT store opened its doors in February 1982 selling an "exclusive co-ordinated collection of stylish clothes, shoes and accessories for women". The success of the collection led to the launch of NEXT for Men in 1984. NEXT was hugely successful, with its clothes being seen as bringing high fashion styling to the high street; they were stylish, good quality, versatile and value for money. In 1988 the company launched the NEXT directory, a home shopping system that broke the mould of traditional mail order. The Directory was a completely separate range
of clothing, unavailable in any of the high street stores. The first Directories looked like fashion magazines with groups of clothes being sold in "stories". The first two directories even included
swatches of fabric so customers could get the feel for the garments and outfits on offer. In 1988 the NEXT Directory won a Gold Award from Royal Mail Direct Marketing for the most outstanding
consumer campaign. In 1993, the majority of collections were made available from both stores and the Directory and NEXT announced a new strategy of "One Brand, Two Ways of Shopping". The
Next clothing archive contains original items from the first collection in 1982
through to the present day. Displays and exhibitions are often held in the Fashion Gallery at Snibston, Coalville. Find
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Page Last Updated: 13 May 2013
