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New Look and Mim: two fashion brands that gain territory.

The British fashion brand New Look continues its development in France and makes grow its other brand Mim.

New Look, as a “large fashion store” generally settles in surfaces of approximately 1200 m2 and positions on a precise sector: very fashion, not expensive! If the brand initially positioned primarily on the women and the accessories (shoes especially), the chain now also proposes, products for children and men.

Are their possibilities elsewhere for this brand which counts 600 stores in Great Britain? New Look started to settle in Belgium and in the Middle East and also plans to settle in Russia in 2009.

Mim is a smaller stores concept; it is the same strategy of development: France has 274 shops, Belgium counts 4 of them and the possibilities are numerous. The brand already had a turnover of 235 million euros in March 2008.

With New Look and Mim, the British group thinks of being able to exceed the 1000 stores throughout the world by 2009. An ambitious bet!

Audrey Caudron

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