This report provides an analysis of the promotional mix strategies employed by Next Plc, a UK-based clothing retailer, with a focus on their application in locations like Oxford Street. It examines various promotional techniques including advertising, sales promotion, personal selling, public relations, and direct marketing, supported by relevant examples and academic literature. The report also evaluates promotional models such as AIDA, above/below the line, and push/pull strategies in the context of Next Plc's operations. The study highlights Next Plc's background, revenue, and corporate social responsibility efforts, and discusses the impact of online and offline advertising, sales promotions, and personal selling on the company's performance. The report concludes by emphasizing the importance of a balanced promotional mix for enhancing brand awareness and driving sales, while also addressing the challenges and opportunities faced by Next Plc in the competitive retail market.