IT’S NOT THE TIME TO BE A BLAND BRAND!
THE CURRENT HEADLINES don’t make reassuring reading for the high street. In a testing economic climate, even the most established names can flounder. As Kate Hardcastle, of business consultancy Insight with Passion, observes, ‘ This is not the time to be a bland brand – you have to stand out!’
Beloved British brand John Lewis agrees. This week, they introduce the John Lewis & Partners collection, coinciding with a brand-wide facelift (the stores and logo will also be updated as they seek to grow their own-brand offering fastest in the next five years, into a £500m business).
The new collection ushers in a renewed confidence. ‘John Lewis is characterised by a considered approach to style,’ says head of buying Jo Bennett of the 300-piece line (£10- £250; sizes 8 to 20). ‘ Women want transformative clothes that make them feel like the best version of themselves. Style is evolving: it’s a means of feeling relevant, whatever your age. Nothing is off-limits.’
The collection focuses on polished pieces in luxe fabrics and striking shades. Buttery leather, weighty silk satins and super-soft cashmeres in postbox red, raspberry, mustard and electric blue can be worn together or mixed with more neutral tones like camel and slate.
The emphasis is very much on personal style. ‘ The collection does not dictate that you purchase a whole new outfit,’ explains head of design Iain Ewing. ‘ The pieces are simple and modern to enable you to build on your existing wardrobe. There are no gimmicks.’ ‘ We want to inspire creativity,’ adds Jo. Indeed, while a mustard coat, cerulean skirt and tomato boots would amp up your wardrobe this winter, they’re classic enough to return to time and again.
Making a play for a discerning shopper is savvy. ‘ We’ve seen a desire for less throwaway fast fashion. We want to encourage customers to invest in pieces they’ll cherish,’ says Iain. John Lewis & Partners is a timely reminder that playing it smart doesn’t always mean playing it safe.