John Lewis | Verdict Company Briefing
For its 2011/12 financial year John Lewis reported a 0.9% rise in revenue to £2,686m and, while notably lower growth than the previous year, even a small rise in sales marks significant progress in this climate. It grew sales in the difficult clothing sector, aided by an improved brand offer, wider product range, enhanced store presentation, service credentials and its competitive pricing
- Compare your allocation of clothing retail space with John Lewis by uncovering Verdict's data on the space dedicated to over 30 product categories.
- Justify and inform development of physical space strategies and new store concepts by uncovering John Lewis' activity in this area.
- Consider your own multichannel development strategy by building awareness of John Lewis' online optimisation and adoption of new technologies.
- Benchmark John Lewis' performance in clothing, electricals and homewares by using Verdict's proprietary sales data
John Lewis’ fundamental brand values of quality, value for money and customer service are well suited to the current tough consumer environment. If consumers are to part with their money, they must be reassured that they are making an investment rather than a short term disposable purchase so underlining these qualities in advertising is essential
As the official department store provider to the London 2012 Olympic and Paralympic Games, John Lewis has rolled out pop-up shops selling Olympic merchandise and souvenirs. Being part of the Olympics should improve John Lewis' brand awareness among international markets, paving the way for possible international expansion in the future
Offering more fashion and colour in its own label sub brands through JL Weekend is sensible, since the branded offer online and instores is drawing in a more fashionable and slightly younger customer base. By providing a private label brand targeting this shopper it can capitalise on this increased footfall and differentiate itself from competitors
- How have John Lewis' clothing sales and densities developed and how does Verdict see this changing? How does it allocate its space between categories?
- What is John Lewis' share of the womenswear, menswear, childrenswear and accessories markets? What is Verdict's market share prediction for 2012?
- What is John Lewis' customer profile and which product sectors are most shopped at the retailer? Will new range launches in clothing alter this?
- What are John Lewis' goals around own brand development and expansion of stores and online in the UK and overseas? What is the likely outcome?
Table of contents
New home ranges target aspirational consumers and first time buyers;
Online shift forces rethink of store cost base;
Grows share of the UK womenswear and menswear markets;
Rapid growth in electricals due to premium positioning and customer service focus;
Brand values and service credentials suited to tough consumer environment.
•Recent key events
Widens distribution with CollectPlus deal
Axes department managers
Announces £57.0m investment in stores
•Proposition & customer profile
Proportion of 16–24 shoppers rises
Clothing jumps to most shopped sector
Strong recovery from sluggish 2011/12
Space growth slows in 2012/13 after bumper year
Recent key events
Recent key events
•Verdict company briefing
Market size calculation
Sales density calculation
•Ask the analyst
•Table: John Lewis company information 2013
•Table: John Lewis retail proposition 2013
•Table: John Lewis UK key operating statistics 2008–13
•Table: John Lewis UK trading record 2003–13
•Table: John Lewis UK store portfolio 2003–13
•Table: John Lewis UK clothing sector breakdown of sales 2008–13
•Table: John Lewis UK clothing sector breakdown of growth rates 2008–13
•Table: John Lewis clothing segment market shares including accessories 2008–13e
•Table: John Lewis clothing space allocation 2011
•Figure: John Lewis facade 2013
•Figure: Department dedicated to the London Olympics 2012
•Figure: Demographic profile of all John Lewis shoppers 2011
•Figure: What John Lewis shoppers use it for 2011
•Figure: John Lewis UK sales and growth to January 2008–13
•Figure: John Lewis operating profit to January 2008–13
•Figure: John Lewis & Co menswear range 2012
•Figure: John Lewis clothing sales mix in year to January 2012
•Figure: John Lewis clothing sales to January 2008e–13e
•Figure: John Lewis clothing sales per sq ft to January 2007e–12e
•Figure: John Lewis clothing market shares including accessories 2008–13e
•Figure: John Lewis clothing space breakdown 2011
•Figure: John Lewis visitor share by demographic group 2012
•Figure: Annualised John Lewis UK sales growth and UK electricals sales growth 2008–13e
•Figure: John Lewis electricals market share 2008-13e
•Figure: John Lewis visitor share for homewares 2008–12
•Figure: John Lewis visitor share for homewares by demographic group 2012
•Figure: John Lewis homewares sales for calendar years incl VAT 2008e–13e
•Figure: John Lewis homewares market share for calendar years 2008–13e
Related research categories
By company: The John Lewis Partnership