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Product range. Unpretentious everyday items executed in either classical or more sportswear-conscious styles. The range of basics is quite limited. Kids collections (especially those for toddlers) are a way more engaging and diverse. This is the market segment the brand has recently done its best to reach.

Originality. The items are anything but recognizable or unique, yet the brand does have a style of its own and remained true to it for decades.

Chic. Arguable, at best. Next's designers safely ignore the catwalk trends and pursue their own modest vision, thus nurturing a loyal customer base and streamlining their choices as most of the items from various collections are naturally combinable.

Pricing. Affordable to super cheap during the 70% off sales when you can build up a wardrobe even if on a shoestring budget.

Trivia. Next's advertising campaigns of the 90s starred Christy Turlington, Claudia Schiffer, Linda Evangelista, Naomi Campbell, and, more recently, Alessandra Ambrosio and Uma Thurman.

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