The promotional mix of the fashion retailer NEXT includes in-store experience, product range, product prices and promotions, and ways of interaction with customers. Moreover, artificial intelligence in the form of CRM systems helps the retailer find consumer tastes. Further, promotion mix away from the store is concerned, namely, press and fashion events and celebrity endorsement promotions. Additionally, the digital side of the promotional mix in social media is taken into account. Finally, AIDA technique, above and below the line technique, is utilized to deepen the analysis. This report aims at 3000 words and more than 15 literary sources, referenced in Harvard style. 
Key words: #promotional mix, #NEXT, #CRM, #celebrity endorsement, #digital, #AIDA, #above and below the line technique.