The Drum Awards Festival - Extended Deadline

-d -h -min -sec

The Pool High Street Fashion

The Pool's commercial service The Street aims to help 'challenged' fashion retailers drive sales


By Jessica Goodfellow, Media Reporter

July 24, 2017 | 3 min read

The Pool is launching a new commercial service for fashion retailers to help them drive sales both online and in-store at a time when high street fashion is facing a downward spiral.

The Street includes bespoke events for fashion retailers

The Street includes bespoke events for fashion retailers

The service, dubbed The Street, includes a combination of content, bespoke email, influencers and pop-up events. The initiative will be led by The Pool's fashion partnerships director Melanie Hearn.

Content will appear in The Pool’s fashion channel rather than having its own section on-site, with content timed to drop at some of the key times the publisher has identified for shopping, including lunch time and after work.

It follows a number of campaigns run by The Pool this spring for fashion retailers including shopping events for Warehouse, a pop-up store for online fashion retailer Hush and an influencer-led campaign for French Connection - helping it achieve its highest ever click-through rate, the publisher claims.

At its core The Street serves as a way to support fashion retailers who are looking to drive sales, something “they need right now”, said chief commercial officer Jo Morrell.

High street sales dropped 1.3% throughout May, while fashion stores were hit with a 3.6% fall in year-on-year figures, according to accountancy and business advisory firm BDO’s High Street Sales Tracker. It was the fourth month to see no in-store growth for fashion, suggesting a “worrying downward spiral” for clothing retailers, BDO said.

So severe is this drop that fashion retailer M&S saw its annual profits slide by nearly two-thirds (64%) in the year ended March as its clothing and homewares sales dropped by 5.9% in the first three months of 2017.

Morrell said: "There are common themes in our conversations with fashion retailers – how to get people in-store at lunchtime, how to drive more online sales, and in the case of online retailers, how to build a real brand presence for customers.

"We recognise that the high street is challenged and more competitive than ever, so our solution cuts through noise: quality content, edited choice, and an attractive customer offer. The Street gives fashion retailers a truly bespoke, commercially-focused solution."

According to Morrell, the segment of The Pool's audience that loves the high street fashion brands is one of its fastest growing, up +144% year on year, with over a third of them in the market to make a purchase, she claims.

The launch of The Street follows the appointment of This Girl Can architect Tanya Joseph as chair earlier this year.

The Pool High Street Fashion

More from The Pool

View all


Industry insights

View all
Add your own content +