John Lewis, Britain's biggest department store business, is to revamp its fashion offer in a push to increase clothing market share.
The fashion relaunch is slated for 2005 and is likely to focus on the retailer's stable of own-brand clothing, including Equation, Guise and JSW.
Amanda Scott, who succeeds Tricia Hamilton as buying director in the New Year, will oversee the reconfiguration.
Department stores managing director Luke Mayhew said the co-owned business was 'revisiting customer needs' and, with the help of consultancy Bain, had carried out an internal review.
'We conducted a major strategy review on how to take the business forward,' said Mayhew. 'The question is, have we got the right styles for us? A key emphasis will be to look at the product range and assortment to better match our customer.'
Research conducted by JLP debunks the myth its stores are home to the middle-aged and middle-class, uncovering a customer base that mirrors the national demographic.
The 26-strong chain, which has a 1.4 per cent clothing market share, plans to add a further 10 stores by 2012.
The retailer is also developing a Kids World department that will make its debut in January. The one-stop-shop will enable parents to kit out their child's room in one visit.
Evolution analyst Nick Bubb said John Lewis needed to go beyond its household and home furnishings stronghold to achieve 'strength across the board'.
'In the past few years it has definitely got better at clothing, but compared with Debenhams and House of Fraser it has a fair way to go,' he said.
No comments yet