What: a major expansion with the department store adding 50 new brands across fashion and beauty to its portfolio in order to respond to the new trends

Why it is important: consumers lifestyle and habits have dramatically changed this past year, and retailers’ assortments needs to evolve with this shift. The trend for ‘casualisation’ accelerated, with a demand for more comfortable and casual styles

To respond to the new consuming habits of customers, John Lewis will be adding 50 brands across fashion and beauty; for women, men and children. Additions include established brands (such as Mango or New Balance) and emerging, independent and predominantly online brands. The new brands will offer contemporary styles for a casual day working or relaxing from home, as well as athleisure styles as the population has gotten more active since the pandemic. Conscious shopping will also continue to be a priority with new sustainable brands.

John Lewis is not the first retailer to adapt to the new consuming trends (see IADS exclusive on the new consuming habits): this month, Rinascente launched a pop-up store dedicated to sports and fitness in Turin. Kohl’s is also expanding its athleisure and lifestyle offer with a new private label, the launch of a wellness market and a partnership with outdoor brand Eddie Bauer. Target saw excellent results for its athleisure private label All in Motion generated USD 1 billion in its first year.

IADS next Merchandise meeting will focus on Sports & Lifestyle and will take place on 21 April 2021.

JOHN LEWIS BRINGS TOGETHER 50 NEW FASHION AND BEAUTY BRANDS [...]

Related items:

• IADS Exclusive - Adapting to new consuming habits
• Ready-to-Move at Rinascente
• Target's activewear brand generates USD 1 billion in first year
• Kohl's turns to Eddie Bauer as outdoor sales surge
• Kohl’s continues its shift with new Wellness Market
• Kohl’s bets on athleisure; launches new private brand