It’s one of the few retailers to survive the harsh conditions of the British high street without experiencing any major setbacks.

And while competitors like Debenhams and Topshop fell, Next has managed an even more impressive feat in recent times: attracting a younger audience and recording impressive sales figures to prove it.

The retailer has long held a reputation for dressing the oldest and youngest in society, which is why it might come as a surprise that Gen Z and millennials are now also flocking to stores to upgrade their wardrobes.

Social media is now rife with twentysomethings singing the retailer’s praises, with young influencers dubbing clothes sold at the retailer ‘cool‘ and telling their followers to ‘run to’ stores.

This week, the chain reported a knockout trading update of a 10.5 per cent surge in full-price sales and upgraded its annual profit guidance by £30million to £1.13billion on the back of improved performance.

The revival is in part thanks to the stores introduction of smaller and third-party brands to its website.

Julie Palmer, a partner at consultancy Begbies Traynor, said: ‘At a time when many retailers are feeling the squeeze from rising costs, weak consumer confidence and uncertainty around the next Budget, Next appears largely immune.’

Although other factors have come into play, including the temporary online shutdown of competitor Marks & Spencer’s after a vicious cyberattack and an improved clothing supply from countries like Bangladesh, the store’s improved fashion status has undoubtedly contributed to the positive outcome.

So, how did Next pull it all off? According to UK stylist Angela Kyte, the success if largely down to the retailer’s familiarity and ability to deliver impressive results.

Kyte explained: ‘What sets Next apart on the high street is its rare blend of familiarity and aspiration.

‘It continues to feel essential because it reliably delivers smart-everyday pieces, whether tailored trousers, layering knits, or clean outerwear, that speak to a broad spectrum of shoppers who want quality without fuss.

‘In a climate where throwaway trends and fast-fashion volatility dominate, Next’s offering feels dependable; the brand’s strong logistics, digital and store integration, and consistent full-price-sales performance highlight it’s mastered the ‘how’ of contemporary retail, making it less vulnerable to typical high-street shocks.’

Next’s digital strategy particularly excelled in 2020, when it introduced smaller and third-party brands to its website with the launch of its marketplace, Next Label, allowing other companies to sell items on Next’s website in exchange for a cut.

The launch meant that, if shoppers are unable to locate desired items from Next’s collections, they can instead shop at a host of other brands on the same website, including Reiss, Boden, and Lipsy London.

And it’s not just clothes covered, but nearly all sections of retail, thanks to the massive range of brands sold on next.com, including Clinique, Armani Beauty, Smiggle Toys, Made.com, and the list goes on.

Despite new age platforms like Amazon boasting similar offerings, Next, a British high street stalwart, has the level of familiarity within the population that new platforms can only dream of.

Innovating to increase the brand’s offerings was part of CEO Lord Simon Wolfson’s master plan, which he started plotting almost a decade ago.

The Radley-educated CEO, who started out as a sales assistant on the shop floor in Kensington, realised that smaller brands would jump at the opportunity to witness Next’s levels of online traffic, and ultimately welcomed them in.

Bringing in competitors was a risk, but Lord Wolfson saw that the net effect would be positive, according to Richard Hyman, analyst and former director of the retail intelligence company Mintel.

For Hyman, Lord Wolfson’s expertise is indispensable to the brand’s success, and after a short stint on the shop floor, he was appointed CEO in 2001 at the age of 33.

It wasn’t just hard work that got him there – his father, David, was the chairman of the company, and though his fast-tracked rise to the top caused some murmurs of upset, he hushed backlash with results.

One area where Lord Wolfson has massively succeeded is, according to Hyman, ensuring Next’s production line is as effective as possible.

‘Retail is one of those things in life that seems dead easy and is actually very, very complicated,’ Hyman explained to the Guardian.

‘It’s got so many moving parts – think of managing all the stock, the journey it takes from factories into your distribution warehouses, and then to be at the place where the demand is going to unfold. It’s a highly sophisticated process, and they’re extraordinarily good at it.’

Logistics aside, stylist Kyte also recognised how the brand has managed to grow its audience without alienating its original consumers: ‘Next is also becoming cool again and breaking into fresher territory with younger customers because it’s quietly modernising its voice and range.

‘By doubling down on digital marketing, ramping up investment in online and international operations, and expanding its platform to include partner/third-party brands, it is diversifying its offering and mindset.

‘In other words, the brand is no longer just ‘that dependable high-street label’ but rather one that knows what consumers want. It is now curated, cross-channel and most importantly still affordable.

‘That message resonates with younger shoppers who value both style trends and value.’

At the same time, celebrity ranges are providing an additional incentive for customers to choose Next, with presenter Emma Willis and media personality Vogue Williams, who is married to Made in Chelsea alum Spencer Matthews, both launching ranges in recent times.

With or without the help of famous faces, Next has become a trending topic on social media, with young people sharing their favourite purchases on TikTok.

UK-based Yes gained over four thousand likes on her video raving over the brand’s new collection, while Georgia Sianwho has over 100 thousand followers, marvelled over the clothes in store, saying: ‘I never normally come to Next, but please come and look at these pieces that I found.’

Elsewhere, Misha Grimes, also from the UK, shared a haul of items from Next, telling her followers that she never knew the store had such good items and rating the clothes a ‘twelve out of ten’.

With its core audience intact and a new cohort of glamorous shoppers in tow, it’s clear that Next shows no signs of succumbing to the retail sector’s stormy weather anytime soon.