Pub-proof brands for dads who are (mainstream) lads but some of the offer is a bit pricey.
This is a clever mix of aspirational brands to touch all age groups over 25 years. Gant leads the way with rugby shirts, polos and chinos - perfect for the classic look dominating menswear this season. Cleverly, John Lewis’s own-brand offer has similar styles at much easier prices. Ted Baker serves the more experimental customer with floral shirts, while White Stuff and Fat Face tick off casual lifestyle. Denim is mainstream and led by Levi’s 501s and Tommy Hilfiger.
Straightforward to shop, a narrow selection of brands is given large areas of shopfloor space so the customer gets a clear picture of what each is trying to do. Suiting has its own area and staff were extremely knowledgeable on all aspects of product, with some even carrying a tape measure around their neck - a nice touch. What this department lacks though is personality - what does John Lewis menswear stand for?
If you are prepared to shop JL Men, the department store’s own brand, then you can get some very decent quality branded looks for very reasonable prices - a version of a Gant chino is £55 compared with £70 for the real thing and £80 for the Ted Baker version. An organic cotton own-brand polo is £23; at Gant, polos stretch as high as £75. Trouble is, John Lewis’s male customers are still wedded to their “pass the pub test” brands. An own-brand mohair suit is probably good value against competitors at £230.