I am writing this report weeks from the date it was reported that Next has become more profitable than Marks & Spencer.

Most of Next's profit came from its home directory and online division.

The same report also revealed that Next banked £150 million on interest for customers using its Next Directory Card.

Basically what this means is Next printed counterfeit money and gave it to its customers to purchase it products.

The jury is still out on whether the strategy of printing counterfeit money to give to its customers to buy from it will prove smart in the long run. It is similar to buying counterfeit money with good money.

However, it still a spectacular stroke of brilliance that Next need to be commended for.

It demonstrates Next understanding of its target market. Next target market is mostly professional females between ages 25 - 35.

Though they might not have liquid cash to splash on clothing each week, they have good credit therefore can afford to buy on credit and pay in instalment.

Exploiting this knowledge and redesigning it business model to carter for its customers place Next in the top five per cent of retailers.