For near a century, John Lewis has been “by no means knowingly undersold”, however the retailer is now positioning itself as being there “for all life’s moments” because it adapts to a profound shift in spending habits pushed by Covid-19 and rising dwelling prices.
The pledge is designed to faucet into what the division retailer chain is billing because the “moments economic system”, as Britons spend smaller quantities on having fun with day-to-day life – from internet hosting a cocktail party to celebrating a canine’s birthday – slightly than splurging on set-piece occasions reminiscent of international holidays.
The retailer’s annual How we store, stay and look report, revealed on Monday, finds Britons largely put their lockdown existence behind them over the previous 12 months, as work and social lives steadily returned to regular.
Girls deserted the consolation of velour tracksuits and sports activities bras, with gross sales of underwire bras and shapewear up sharply, and demand for blazers rising by 75%.
Gross sales of ironing boards elevated by almost a fifth and “wave-styler” hair home equipment have been up by 28%. Gross sales of sensible menswear additionally rose by 60%.
The return of the commute additionally featured prominently, sending demand for laptop computer luggage and journey mugs up by a fifth and 65% respectively.
The retailer has additionally stopped promoting wall-mounted desks, whereas having much less time for lockdown hobbies led to gross sales of bread bins tumbling by 42%, because the sourdough love affair pale.
With weddings, festivals and household gatherings again on, gross sales of event hats soared by 168%, whereas demand for champagne flutes and wine glasses surged by 88%. Jigsaw puzzles additionally suffered from the return to enterprise as normal, with gross sales plunging by almost 70%.
Among the many main trend traits is the rise of baggier boyfriend denims, up by 85%, signalling a transfer away from skinny denims after two years of leisurewear.
However Britons’ newfound love for outside swimming has turned upmarket altering robes right into a high-street pattern, with gross sales of the robes, made by manufacturers reminiscent of Dryrobe, doubling.
The analysis additionally highlights the rise of the Netflix get together, with 1 / 4 of Britons inviting family and friends over to look at one thing throughout the previous yr. And the Lionesses’ victory on the European Championship in July despatched searches for soccer boots and sports activities bras hovering on the John Lewis web site.
The second sequence of Bridgerton helped corset gross sales rise by a fifth, whereas the brand new Barbie film, starring Margot Robbie, has impressed a “Barbiecore” pattern. Gross sales of pink lipstick and clothes have elevated by 83% and 22% respectively, leaving “no query as to what the color of 2022 can be”, the retailer stated.
Final month, John Lewis retired the 97-year-old “by no means knowingly undersold” worth pledge, which had grow to be a hindrance in an internet world, and stated it’ll as an alternative give attention to “on a regular basis high quality and worth”.
The transfer is a part of a “journey to reimagine our enterprise”, in response to Pippa Wicks, John Lewis’s government director, and is a part of a shake-up that can contain new ventures reminiscent of renting flats.
The “expertise economic system”, by which individuals put their spare money in direction of making recollections, occurring vacation or throwing birthday events, has fuelled client spending for the previous twenty years.
However analysis into the buying habits and social media feeds of thousands and thousands of shoppers made it clear to the retailer that “one thing has begun to vary”, stated Wicks.
She stated: “We’re already synonymous with the large events, from Christmas to planning a nursery. We are going to grow to be the place that folks know they will come to carry a little bit pleasure to all of life’s moments.”
As the price of dwelling continues to rise, two-thirds of 5,000 individuals polled over the summer time instructed the retailer that they nonetheless need to have a good time modestly with family and friends even when their funds are underneath stress. Greater than half of respondents stated they would like to spend cash on issues that made them completely happy each day.
John Lewis plans to revamp its shops over the approaching months, so prospects can browse by “moments” slightly than conventional departments reminiscent of clothes and homewares.
Michelle Ogundehin, a TV presenter and traits skilled, stated: “Individuals aren’t having dinner events to indicate off their houses any extra. They’ll purchase desk decorations and flowers to make extra of the second. There’s a rising appreciation that we are able to burn a ravishing candle and sit outdoors with mates, and don’t should be on a seaside in Marbella.”
Event hats +168%
Altering robes +100%
Pet equipment +100%
Champagne flutes and wine glasses +88%
Boyfriend denims +85%
Girls’s blazers +75%
Good menswear +60%
Wired bras +45%
Laptop computer luggage +20%
Ironing boards +19%
Jigsaws – 68%
Velour tracksuits – 50%
Bread bins – 42%
Non-wired bras – 33%
Microwaves – 13%
Soup makers – 12%
Wall-mounted desks – delisted