John Lewis pushes autumn fashion

Department store John Lewis is launching a marketing push to coincide with the roll out of its new luxury shop fit and drive sales of its autumn/winter fashion ranges.

The department store has launched its first ever fashion catalogue showcasing its branded and own brand collections, as well as a print, outdoor, online and in-store marketing campaign.

Print ads will appear in glossy fashion titles and supplements and an outdoor camapaign will run on the London Underground throughout September.

John Lewis is also running an eight-week online marketing campaign including display ads, email and search marketing and a partnership with fashion website Fashion Confidential.

The department store has appointed visual merchandising agency Millingtons to develop a shop window advertising display that will be revealed on Friday (10 September). For the first time, John Lewis has dedicated all the windows of its flagship Oxford Street store to fashion.

A customer event will be held in the Oxford Street store on Thursday 16 September to celebrate the opening of its refurbished womenswear department and fashion collaborations with fashion designers Osman Yousefzada, Philip Treacy, William Tempest, Terry de Havilland and Alex Monroe.

John Lewis marketing director Craig Inglis says: “We’re really proud of our fashion offering for the coming season so we’ve gone for a comprehensive marketing push. Our aim is to help drive reappraisal in our offer and to support and drive sales of our assortment in store and, increasingly important, online.”

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