UK – The retailer is diverging from its long-standing premium retail strategy with a more accessible everyday range.
John Lewis’ Anyday collection includes a range of over 2,400 products across homeware, technology, baby care and baby clothing, with prices about 20% lower than its flagship collections. The more accessible price point allows the retailer to target younger customers and families seeking more affordable branded products.
To promote the Anyday launch, John Lewis has made a relatable tv advert which, in a first for the brand, reveals the prices of the products featured in the campaign, starting at just £2 ($2.83, €2.32) for a coffee mug. According to Claire Pointon, customer director at John Lewis: ‘The campaign feels different in tone and creative from our usual adverts because we really want to showcase how customers live their lives, and highlight the role we can play in their everyday lives.’
As we identify in our Accessible Premium microtrend, unexpected retailers are exploring how they can democratise quality and bring premium products to the mass market.