For nearly a century, John Lewis It was never “intentionally below its selling price”, but the retailer is now positioning itself as being there “throughout life’s moments” as it adjusts to a profound shift in spending habits driven by Covid-19 and the rising cost of living.
The pledge is designed to take advantage of what the supermarket chain describes as the “moment economy”, where Britons spend small sums on enjoying everyday life - from hosting a dinner party to celebrating a dog’s birthday - rather than bragging about it. Fixed events such as foreign holidays.
The retailer’s annual report How We Shop, Live and Look, published on Monday, found Britons largely position themselves closure lifestyles Behind them over the past 12 months, work and social life have gradually returned to normal.
Women give up rest plush sports and sports bras, where sales of bras and underwear rose sharply, and demand for blazers rose 75%.
Sales of ironing boards increased by nearly a fifth and “wave” hair straighteners increased by 28%. Sales of smart menswear also increased by 60%.
The resurgence of mobility also featured prominently, with demand for laptop bags and travel mugs increasing by a fifth and 65%, respectively.
The retailer also stopped selling wall-mounted desks, while having less time closure hobbies led to a 42% decrease in bread basket sales, as Sourdough love affair faded away.
With weddings, festivals, and family gatherings returning, sales of event hats are up 168%, while demand for champagne flutes and wine glasses is up 88%. Jigsaw puzzles also suffered from a return to business as usual, with sales down nearly 70%.
Among the main fashion trends, skinny jeans are up 85%, indicating a move away from skinny jeans after two years of leisure wear.
But the British’ newfound love for outdoor swimming The upscale change robe turned into a The direction of the main streetwith sales of gowns, made by brands such as Dryrobe, doubling.
The research also highlights the rise of the Netflix party, with a quarter of Brits having invited friends and family to watch something over the past year. and the Triumph of the lionesses At the European Championships in July, searches for soccer shoes and sports bras shot up on the John Lewis website.
The second series From Bridgerton helped increase sales of corsets by a fifth, while the new Barbie movie, starring Margot Robbie, inspired the “Barbicour” trend. The retailer said sales of pink lipstick and clothing increased 83% and 22%, respectively, leaving “no doubt about the color of the year 2022.”
Last month, 97-year-old John Lewis retired “not intentionally undervalued” price pledgewhich has become a hindrance in the internet world, said it would focus instead on “quality and everyday value”.
The move is part of a “journey to reimagine our business,” according to Pippa Weeks, CEO of John Lewis, and part of a changeover that will include new projects such as apartment rentals.
The “Experience Economy”People put their spare money into making memories, going on vacation or throwing birthday parties, which has led to increased consumer spending over the past two decades.
Weeks said research into the shopping habits and social media feeds of millions of consumers made it clear to the retailer that “something is starting to change.”
She said, “We are already synonymous with the big occasions, from birthday to planning a nursery. We will become the place where people know they can come to bring a little joy to all life’s moments.”
as a cost of living continues to rise, two-thirds of the 5,000 people surveyed during the retailer’s summer said they still wanted to celebrate modestly with friends and family even if their finances were under stress. More than half of the respondents said they would rather spend money on things that make them happy day in and day out.
John Lewis plans to revamp its stores over the coming months, so customers can browse by “Moments” rather than traditional sections like apparel and homeware.
“People aren’t throwing dinner parties to showcase their homes anymore,” said Michelle Ogunden, TV presenter and trend expert. “They are going to buy table decorations and flowers to enjoy more of the moment. There is a growing appreciation of the possibility of burning a beautiful candle and sitting outside with friends, I don’t need to be on a beach in Marbella.
Going upstairs
Suitable caps + 168%
change robes + 100%
Pet Accessories + 100%
Champagne flutes and wine glasses + 88%
Boyfriend Jeans + 85%
Women’s jackets + 75%
Smart Men’s Clothing + 60%
Wired Bras + 45%
Laptop Bags + 20%
Ironing Boards + 19%
I’m going down
Mounting saw - 68%
Plush tracksuits - 50%
Bread boxes - 42%
Non-wired bras - 33%
Microwave - 13%
Soup makers - 12%
Wall Mounted Desks - crossed out