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John Lewis creates edit to boost sales

John Lewis has set its sights on a 15% rise in womenswear sales this year, driven by a new marketing concept.

The Fashion Edit, which launches this month, curates key looks across both John Lewis’s own labels and third-party collections including Toast, Warehouse and Mint Velvet, in an effort to help consumers shop more precisely and quickly.

The selection will be promoted in print advertising, in store on mannequins and in a designated section on the retailer’s website. A new Fashion Edit will be launched every month.

The initiative comes following a 40% increase in sales of the department store group’s own label collections over the past five years.

Recent successes include Somerset by Alice Temperley, now in its third season, which is John Lewis’s fastest-selling brand ever. John Lewis senior marketing manager Emma Colthorpe said the own label collections, which also include Kin and Weekend, would help aid the womenswear growth.

She added: “Our branded assortment also has a unique point of view and our mix is the strongest on the high street.”

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