John Lewis department store has launched a premium own-brand range for autumn across men’s and womenswear and ramped up its online fashion offer doubling the amount of product available.
The new premium range is called John Lewis Collection to differentiate it from the eponymous John Lewis brand and is at the best end of the retailer’s own brand fashion offer with an average 20% price differential.
The 120-piece womenswear and 85-piece menswear range will go into all of the retailer’s 27 stores and includes outerwear and formal suiting in menswear. Head of design for the store group Michael Tomczak told WGSN that the business had felt there was a gap in its own brand offering for a premium coordinated offer.
Meanwhile, John Lewis will double the number of fashion options online to 20,000. The new-look site will launch September 14 and will include fashion editorial, improved zoom and search capability and the opportunity for brands to showcase their product within their own shop windows.
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