Fashion retailer Jigsaw has produced a superb set of Christmas trading results, as robust double-digit sales growth over the five week festive period eclipses last year’s tough comparatives.

The fashion retailer reported strong performances across all channels, with double-digit sales growth in its standalone stores, while online sales were bolstered by mobile sales, which were up 115 per cent. The brand’s commitment to its full price strategy, including abstinence from participation in Black Friday, has allowed it to reinforce its brand, design and quality credentials to consumers through the year, while benefiting from pent-up demand during end of season sales.

Jigsaw’s sophisticated design-led offer continues to find favour with customers, especially as it has now become more confident in its product offer and has better recognition of its core customer. Initiatives such as its new Westfield White City store, (pictured), which has a more contemporary feel than its existing stores, are testament to the brand’s commitment to providing its shoppers with a sophisticated shopping environment.

This helps to justify the higher price points while also projecting an aspirational lifestyle image that shoppers want to buy into. eCommerce will, no doubt, remain a key area of growth especially as Jigsaw becomes more adept with its multichannel offering and fulfilment operations.

Having crossed the £100 million threshold for the first time in its 2014/15 financial year, Jigsaw is well poised to have a healthy 2015/16 under the leadership of Peter Ruis who has successfully refreshed the brand and strengthened its financial footing.

• Nivindya Sharma is an analyst at UK retail information specialist Verdict Retail.