Bold buying and the development of own brand is pushing John Lewis into new territory
John Lewis is undergoing a transformation and nowhere is that more apparent than in its own-label menswear. In formalwear there is a strong entry-level offer while casualwear hits all the core bases. The Joe Casely-Hayford range is super - colour-blocked fine-gauge knitwear, pale cotton trousers, and cords in pale green, rose and teal.
Staff, or John Lewis’s partners, have a vested interest and it shows. They go that extra mile; even when one customer was chastising two shopfloor staff they remained polite. Staff will find sizes and talk you through not just own labels but also bought-in brands. The merchandising of the Joe Casely-Hayford range could be improved.
Within the Joe Caseley-Hayford range, cotton trousers are £99, shirts £80 and a Herringbone jacket is £199, which may not be too expensive against some of the brands - Hackett, Gant - but which is a big step on from the John Lewis Collection. Furthermore, the jacket does not seem to come in short, medium and long - the sort of choice John Lewis shoppers are used to. The test is whether the typical customer, up for the day from the Shires, will buy it.