Next to enter TV shopping market

Television shopping is estimated to be a market worth £950 million and high street retailer Next is hoping to extend its Directory market by appearing on tv shopping channels. Next has been in talks with Ideal Shopping Direct to be featured on air with programming to be shown channels such as Sky, Freeview and NTL .

Verdict senior retail analyst Maureen Hinton stated that Next's decision was astute, given that 70 per cent of British homes now have some form of digital TV. She further said: "Next is looking at all sales avenues and this is just another one. Its customers use and are comfortable with technology when placing Directory orders online - this is another branch of that trend." Home shopping has gained in notoriety in the last two years and there is a growing trend for buying fashion from television broadcasting. Experts are prediction other major fashion multiples will soon follow suit.