What: The new Jown Lewis slogan (for all life’s moments) is not as disconnected as it seems.

Why it is important:  Every retailer is revamping its positioning and brand perception as the competition in the online space increasing, forcing retailers to capture an “audience”, or, as the FT suggests between the lines, inventing such an audience.

No more experience: with its new slogan, John Lewis aims to be the first “moments-based retailer”. What does this mean? If in the past customers were spending on holidays and festival, now John Lewis addresses customers who want to spend more on everyday moments to make them special.

The slogan change (the previous one was “never knowingly undersold”) was a strategic move, as it forced John Lewis to align with lower prices from the competition including online. But the FT argues that such a change is also a way for John Lewis to sell more small products more often. This is smart at a moment when inflation and consequences of the Brexit are making UK customers more price-conscious, but still willing to enjoy their moments. The FT wonders if such a strategy can work out.

What John Lewis gets right about British shoppers