Weird Fish benefits from digital transformation
Lifestyle clothing brand Weird Fish is to invest further in digital and the development of its destination stores this year after reporting record results in 2020.
The retailer achieved an 84% uplift in online sales and a 105% increase in new customers between 2019 and 2020. In addition, total sales have grown by 108% in the first quarter of the new financial year despite stores being closed due to lockdown restrictions.
As part of its digital investment, Weird Fish has launched a new customer management platform and YouTube channel. It has also enhanced its website user experience and upgraded stores to enable customers to place online orders on site.
Ben Mercier, customer director at Weird Fish, said: “We recognised the need to be agile throughout lockdown and continually adapt in line with changing market conditions, so decided to heavily invest in our digital channels and marketing throughout 2020. A key element was developing a deeper understanding of our customers and their buying habits, so we committed to various new initiatives to help give us accurate insights and shape our marketing decisions.”
Weird Fish is now planning to integrate digital technology into all areas of the business, make 80% of its products sustainable by 2022, and introduce more new product ranges.
John Stockton, managing director of Weird Fish, added: “Our digital progression was turbo-charged during lockdown. The relaxed, easy-going lifestyle ranges we offer really found favour with existing loyal followers, as well as attracting many new customers. We expect that growth to continue as we add more new sustainable ranges in 2021. We look forward to reopening our destination stores and continuing to develop and improve that much missed in store experience.”
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