Boss hopes new luxury label will boost its Britishness
Liberty aims to update its department store image to become 'an emporium that celebrates individuality,' chief executive Iain Renwick told delegates at the Drapers Fashion Summit.

Renwick said Liberty must reclaim its heritage and Britishness. He outlined the difference between the historic department store and 'the current banality of the British high street.'

He claimed the resurrection of the retailer's traditional Ianthe print for its new luxury goods label Liberty of London will help the brand compete against big luxury names such Hermes and Louis Vuitton.

Renwick added: 'Our customer is a design-literate woman with a high disposable income. The Liberty of London brand represents uniqueness and quality as well as being fashion forward.'

Meanwhile, John Lewis managing director Charlie Mayfield told delegates that the group is embracing change and has moved on from its tired 'beige' image.

Having added more than 50 new brands to its stable, Mayfield spoke of the need to make cross-brand shopping easily accessible to John Lewis customers. 'We are looking for younger shoppers and have changed our approach in the trend area. Our stores are shoppable now - we have replaced brown carpets with stone floors,' he said.