Guy Lister

There were two items of good news for New Look’s top marketing man Guy Lister to celebrate last week.

Not only did the value fashion retailer post strong Christmas sales figures, with like-for-likes up 3.6% in the five weeks to December 31, but Lister was promoted to the newly created role of customer and multichannel managing director and joined the board.

Lister, formerly New Look’s chief marketing officer, will take on responsibility for multichannel – following Dom McBrien’s departure to join Laura Wade-Gery’s super-team of ecommerce experts at Marks & Spencer – along with his existing marketing duties.

He was cherry-picked for the new role because of his versatility and wide retail experience, says New Look chief operating officer Will Kernan.

“He has a broad knowledge across operations, international, ecommerce and marketing. He’s a great fit for the role,” says Kernan, who is due to leave New Look for White Company this spring.

“He’s pacey and energising. He gets buy-in from the team around him.”

He was given the top marketing job last May when the previous incumbent Nick Cross left the retailer after only six months. Lister spearheaded the New Look’s move into TV last summer when it sponsored the Channel 4 series New Look: Style the Nation.

It was an innovative programme to be involved with. The show, which searched for fashion-conscious individuals who competed to win their dream job as a New Look stylist, was one of the UK’s first experiments with product placement.

The new role Lister occupies marks a strategic shift for New Look as it aims to take a single view of its customers, according to Kernan. It will be up to Lister to ensure customers have a seamless shopping experience, however they decide to shop.

Lister’s job will be crucial to New Look’s future success as multichannel becomes increasingly integral.

Last October, New Look began the roll-out of its click-and-collect operation to 600 stores – the most extensive service in fashion retail.

The shift is part of New Look’s ‘More ways to shop’ drive, which emphasises its multichannel credentials.

The retailer’s online business grew “strongly” over Christmas according to executive chairman Alistair McGeorge, and Lister will be expected to oversee a continuing upward trend.

Prior to his time at New Look, Lister worked at rival young fashion retailer River Island and at Marks & Spencer. Lister’s marketing roots are plain to see according to one friend. “He’s bright and trendy. He has the air of a marketing guy,” she said.

Family man Lister is a keen lover of the great outdoors and, if not in his garden growing vegetables, is likely to be found scaling a mountain or sleeping under the stars.

“He’s New Look’s own Bear Grylls,” jokes Kernan. “He’s not afraid of getting his hands dirty.”

Since the year ahead is expected to be tough across retail, perhaps having a survival expert leading the multichannel charge is the right approach to take.