What: John Lewis has hired a new profile in order to revamp its collections and brand perception.

Why it is important: Even though the price point remains important (good quality at a very good price), no retailer is immune anymore to the need of showing customers fashionable and desirable offers.

The days when things could be at a very good price but did not have to follow the trends are over, and this can be felt across all department stores companies operating their own private labels.

John Lewis, which is still struggling to recover both from its initial difficulties and the Covid-19 pandemic (the company posted a net loss of £99m in H1 2022), has launched a turnaround strategy called the “Partnership Plan”, which aims to reach £400mn in profits by 2025. This plan includes the recruitment of a Director of design for fashion, Queralt Ferrer, who started in 2022.

Ferrer has been working for Massimo Dutti and Marks&Spencer before joining John Lewis, and therefore boasts the right experience for the challenge. She will have to deal with a long-standing, albeit diluting, affection from Bitish customers for a retailer brand which is now seen more as a national treasure than a company trusted for the trends it proposes.

According to the Financial Times, the first collection for women’s has generated sales growing +38% compared to the previous year, and new services have been launched: clothing and accessory rental, resale and recycling services.

Can John Lewis’ first fashion director deliver both style and sales?