John Lewis is celebrating an increase in sales across many of its clothing ranges.
The warmer spring weather has seen sales in both menswear and womenswear increasing, with the demand for casual clothing strong. Sales of womenswear increased by 17.7% on last year’s figures, while menswear sales made a more modest gain of 8%.
Increases of 18.1% were also enjoyed in sales of beauty, wellbeing and leisure products, driven by the retailer’s price matching incentive – ‘Never Knowingly Undersold’.
Own brand women’s lifestyle range to be launched
On the back of these encouraging increases in sales that have been enjoyed primarily across clothing and beauty products aimed primarily at women, John Lewis is set to launch a new, own brand range of denim and accessories.
The 90 piece, AND/OR range will arrive in 15 of their stores from 22 March 2017. The women-orientated range has been designed in collaboration with Calvin Rucker, the Los Angeles-based denim specialist. In addition to the range of casual denim clothing, John Lewis will also offer shoes, womenswear, lingerie, and accessories to complement the new leisurewear.
The different denim styles and finishes include distressing, busted-out seams, bleaching, and frayed hems. They are all named after the various places in Los Angeles that provided Calvin Rucker with inspiration for the new collection.
AND/OR to engage younger women shoppers
The new denim collection is primarily aimed at the younger buyer and John Lewis hopes that it will effectively fill that niche. The retailer launched Modern Rarity, their first luxury ready-to-wear range last September and this helped to drive up sales of own-brand womenswear by 6.8% over the last financial year.
Head of Womenswear at John Lewis, Jo Bennett felt that the retailer’s ‘powerhouse own-brand labels portfolio’ was missing one element when it came to offering something for the younger woman shopper, and it is hoped that AND/OR will fill the gap.
Head of Design for Womenswear and Accessories for John Lewis, Iain Ewing, commented that this is the first time John Lewis has launched a comprehensive own-brand range that offers accessories, shoes, and lingerie, together with a very versatile ready-to-wear clothing selection.
The new AND/OR range of denim pieces will retail from £85 to £120, and the collection of AND/OR accessories will start at £22 for a cotton ‘T’ shirt to £250 for a leather jacket.