Next
over time
Next's homepage, one archived capture a year from 2000 to 2026: what it led with, quoted from each capture, and how it looked. Next publishes too few dated blog posts or press releases to measure its writing.
- Homepage captures
- 25
- First capture
- 2000
- Latest capture
- 2026
- Pages measured
- 4
4 pages only. Next publishes too few dated blog posts or press releases to measure its writing, so this page shows its homepage over time instead.
01 · Homepage
One capture a year
Next's homepage from 2000 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.
Screenshot of Next’s homepage (next.co.uk) as archived by the Internet Archive on 30 Jun 2026. © Next or its licensors. Shown for comparison and review; not endorsed by Next.
Homepage
2026
“the latest trends.”
Page title
Next Official Site: Online Fashion, Kids Clothes & Homeware
- 2008Your Shopping Bag
- 2010Your 10 must-have new styles
- 2011New Candy Colours
- 2012Shoes & Boots
- 2018To the beach
- 2026the latest trends.
25 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.
02 · Every page
All 8 pages, by year
The full list behind every number above, with links to the live page or the archived copy. 4 count towards the measures; the rest were not measured (4 pdf report (annual report, info pack)). Pages with no reliable date count in the overall numbers but in no year.
In the overall numbers, no year4 pages
- Introducing Colourundated · announcement · 991 wordsNo date found: in the overall numbers, not in any year
- Media Contactsundated · press · 162 wordsNo date found: in the overall numbers, not in any year
- Essential Gym Accessoriesundated · blog · 1,435 wordsNo date found: in the overall numbers, not in any year
- Learningresourcesundated · blog · 987 wordsNo date found: in the overall numbers, not in any year
Not measured4 pages
- https://www.nextplc.co.uk/~/media/Files/N/Next-PLC-V2/documents/2018/NEXT-brexit-planning-statement.pdf2018 · info_pack · 4,916 wordsPDF report (annual report, info pack): listed, but kept out of every measure
- https://www.nextplc.co.uk/~/media/Files/N/Next-PLC-V2/documents/reports-and-presentations/2017/trading-statement-oct-2017-final-website.pdf2017 · info_pack · 905 wordsPDF report (annual report, info pack): listed, but kept out of every measure
- https://www.nextplc.co.uk/~/media/Files/N/Next-PLC-V2/documents/corporate-responsibility/cr-2015-our-suppliers.pdf2015 · info_pack · 4,378 wordsPDF report (annual report, info pack): listed, but kept out of every measure
- Annual Report and Accounts Jan 2026undated · info_pack · 199,590 wordsPDF report (annual report, info pack): listed, but kept out of every measure
03 · Method
How this was measured
The pages
Next's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.
The measures
Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.
What it cannot say
These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.
Sample sizes
Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.
- Sentence length
- Average words per sentence.
- Sentence rhythm
- How much sentence length varies (standard deviation over mean). Higher reads less even.
- Contractions
- Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
- "You"
- Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
- "We"
- Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
- Questions
- Question marks per 1,000 words.
- Exclamations
- Exclamation marks per 1,000 words.
- Long words
- Share of words with seven or more letters.
- Em dashes
- Em dashes per 1,000 words.
- AI-associated words
- Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
- AI-era marketing words
- Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
- Quieter LLM-favoured words
- Everyday words language models are known to over-use, per 1,000 words. A style measure only.
- AI-associated sentence shapes
- Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
- Page length
- Average words per page.
Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.