Following the news that Frasers Group has acquired I Saw It First; Pippa Stephens, apparel analyst at GlobalData, offers her view: “Frasers Group’s acquisition of I Saw It First will give the online pureplay scope to expand its presence within the apparel market. While it is currently a relatively minor player, it will be able to piggyback off the vast scale of Frasers Group’s operations, especially in the UK, though it must differentiate itself from competitors to maximise growth.
“This acquisition comes only a couple of months after the group’s purchase of fellow online pureplay Missguided, which could be a risky move considering the recent deceleration of growth of online pureplays like ASOS and boohoo.com, and consumers’ gradual shift away from fast fashion in response to sustainability concerns. With I Saw It First’s young shopper’s likely to be extremely price-conscious, especially as inflation continues to surge, Frasers Group must focus on keeping the brand highly price competitive to stay ahead of these rivals.
“With a plethora of online pureplays in the UK vying for young shoppers’ spend, it is crucial for Frasers Group to create differentiation from I Saw it First’s competitors, as it currently lacks distinction. Ensuring that its ranges are trend-led with clear product handwriting will help it to build appeal, while collaborations with relevant and high-profile influencers and celebrities will aid its engagement with new consumers.”