John Lewis was once the darling of a booming high street, but as consumers shift their attention towards online retail, both have seen their fortunes turn. Last year John Lewis notched up a £517m pre-tax loss, and permanently shuttered eight of its stores.
The retailer is launching Anyday, its “most affordable” own brand range of 2,400 products designed to undercut existing collections and attract a broader range of money conscious consumers.
The partnership is hoping to recover from a severe loss with a strategy focused on local stores, a new pricing structure and closer integration between the John Lewis and Waitrose brands.
When established brands try to move beyond their core competence it rarely works, and John Lewis’s plan to move into residential property seems poorly thought through.
Programmatic ads have benefits for a wide range of objectives. Here are three approaches adopted by different sectors for achieving their specific goals.
Molson Coors CEO Gavin Hattersley said the change in market share in favour of its Coors Light and Miller Lite brands represented a ‘permanent shift’ in the US beer market.
As Tesco raises its profit forecast on the back of easing food cost inflation, its chief executive looks to highlight provenance and loyalty in marketing spend.
In the first of a series of articles looking at what it takes to build brands effectively, Boots, Yorkshire Tea and Cadbury – three of the five brands shortlisted for the coveted Brand of the Year prize at the Marketing Week Awards – share their thoughts on the importance of brand diagnosis and positioning.