Nov 1, 2017

Next finds it hard to see what’s coming next

Because this rather suggested their business could predict what's coming next. Fast forward a few decades, and another rebranding might be due: from Next to Er, Not Sure Might Have To Wait And See. Because Wednesday's third quarter update suggested the business has little idea what's happening next week - let alone next season. This appears to be Next's big problem: every time it claims it knows what's coming next, it doesn't. All very scientific - until Next admitted "Week by week sales volatility makes it very hard to determine any underlying sales trend."

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