John Lewis’s fashion director strategic approach to fashion
What: Rachel Morgans reveals her strategic approach to fashion retail leadership at John Lewis, highlighting the importance of competition and continuous innovation in maintaining the department store's market position.
Why it is important: This perspective from a key industry leader illustrates how traditional department stores can remain competitive through strategic premium brand expansion and operational agility, particularly relevant given John Lewis's recent addition of 49 new fashion brands.
Rachel Morgans, John Lewis's fashion director, offers a compelling glimpse into the daily operations of a modern retail executive whilst sharing her journey in the fashion industry. Having joined the partnership in June 2024, Morgans brings extensive experience from roles at Topshop, Asos, and Brown Thomas. Her early-morning routine reflects her hands-on approach to leadership, starting before 8am and maintaining a fluid schedule to remain reactive to retail demands. Her fashion perspective, combining tailored pieces with casual elements, mirrors the contemporary approach she brings to John Lewis's fashion strategy. Morgans emphasises the importance of competition in driving innovation and maintains that retail must be more than just a job – it requires genuine passion. Her career trajectory, from denim buying specialist to fashion director, demonstrates the value of diverse retail experience in senior leadership roles. The interview reveals how her background influences her current approach to fashion retail, particularly in understanding and responding to customer needs while maintaining commercial awareness.
IADS Notes: Rachel Morgans' leadership of John Lewis's fashion transformation builds upon a series of strategic initiatives that have reshaped the department store's approach to premium retail. Following the announcement of an £800 million retail transformation investment in October 2024, the company has systematically enhanced its fashion credentials. The February 2025 addition of 49 new brands, including culturally relevant names like S.S. Daley, demonstrated the retailer's commitment to contemporary fashion, while May 2025's launch of the premium Editions collection (£79-£299) showed their ability to identify and fill market gaps. This fashion-forward strategy was enabled by August 2024's restructuring of buying and merchandising teams, which created 48 new specialist roles. The combination of enhanced brand partnerships, premium own-label development, and strengthened internal expertise reflects John Lewis's successful evolution from traditional department store to modern fashion destination.
