John Lewis is looking to steal market share in lingerie and nightwear with a refreshed offer including designer Alice Temperley’s debut underwear collection for autumn 13
Temperley’s 23-piece lingerie range - an extension of her Somerset women’s diffusion line - includes four bra and knicker sets, available in silk or lace, chemisesin vintage-inspired lace and masculine tailored silk pyjamas.
The “hero piece” is a £145 black sleeveless silk jumpsuit, but the range also includes gifting lines such as eye masks. John Lewis’s fitting team has worked with Temperley to ensure the range meets the “holy grail standard.
John Lewis womenswear buying director Jo Hooper said the move was about “making John Lewis lingerie a destination”. It follows the addition of several new brands to the department.
“The view of lingerie before has been a bit functional - this is about changing that perception,” she told Drapers. “With Wacoal and DKNY in there too, it’s about repositioning us for the customer.”
Hooper said there was “definitely some overlap” with Marks & Spencer- which has lost womenswear market share to John Lewis over the past couple of years - but that the Somerset lingerie collection was more in line withpremium brands.
“We feel there is a huge opportunity in this part of the market,” Hooper said.
“With the Somerset range we are turning up the volume and personality of our own-brand product.”