John Lewis aims to bump up its own-label clothing sales to represent more than a third of its fashion sales within three years.
Own label, which consists of the JL, John Lewis and Guise names, accounts for 27% of total clothing sales. But fashion buying director Peter Ruis said he hoped to raise this to about 35%.
He added that the Guise menswear label would be dropped, but said its product ranges would be phased into the JL and John Lewis labels.
Ruis said: "There is so much equity in the John Lewis name. (Own brand) has obviously been a great success in electricals, but it has also been doing well for us in womenswear and menswear. Now areas such as footwear, accessories and lingerie have the biggest potential."
John Lewis is also trialling new accessories areas in its stores in Cambridge and Cheadle in Cheshire next month, to try out new fittings and colour schemes.
An in-store promotional campaign to boost John Lewis's fashion credentials will launch on September 16. The campaign, called Fall for Fashion, will feature 10 key looks for the season, with customer style tips. The campaign will run as in-store graphics and on PoS material.
Ruis said: "As our fashion offer gets better and we get more confident, we wanted to tell our customers about key trends to make them accessible, but do it without being preachy. There will be a range of price points for each key item or trend, so our customers can buy into it whatever their budget."
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