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John Lewis edits 10 AW16 pieces that reflect consumer changes


John Lewis has identified 10 products which will seemingly define the Autumn/Winter '16 season.

Spanning Home, Fashion and Technology, the Top 10 is a curation of the products which will supposedly shape how customers live and what they wear come AW16. The edit reflects a growing trend of customers choosing to spend on select, quality items that encompass beautiful design and a bespoke feel, and that spark a ‘sense of joy’.

The department store retailer claims that since downtime is becoming an ever-precious commodity, items which promise "a good night’s sleep" for exmaple, will be highly coveted.

The British stalwart has reported a sharp rise in sales across its premium product categories, demonstrating a shift towards shopping for lasting, statement items. Premium duvets are currently trading up 87% versus this time last year, and premium candles sales have grown 23% versus last year. Uplifts have also been seen across fashion staples such as the John Lewis Kin dinner suit (up 100%) and cashmere clothing (up33%). Recently, John Lewis introduced an own brand Professional Bakeware range following an increase in demand for more premium kitchen equipment.

“We are increasingly seeing our customer choosing to invest in statement pieces for their wardrobes and home, and expect to see this continue into Autumn Winter," said Paula Nickolds, Commercial Director at John Lewis. "Shoppers are becoming more and more discerning, opting for beautifully designed items that will make a lasting impact. Our Top 10 showcases the best examples of the type of product that we predict shoppers will be looking to purchase next season.”

The items that John Lewis believes will be on every customer's wish list next season are:

Samsung Gear VR

With online searches increasing dramatically over the last six months and significant progression in technology, 2016 is going to be branded the year that virtual reality lost its niche and became mainstream. The Samsung Gear VR is a virtual reality gadget that will "reinvent how you work and play".

Mini Kitchenaid Stand Mixer

With official statistics showing that new-built homes are now nearly 10 sq m smaller than those build a decade ago, Kitchenaid has downsizing its iconic stand mixer for the first time since 1962. With a 20% smaller footprint, it is also 25% lighter than the artisan classic stand mixer, but still has the same size motor and fits all the standard Kitchenaid attachments. The new dimensions make this artisan mini suited for the limited counter space in smaller homes or indeed for the increasing numbers of customers who live in one or two-person households and don't need to cook batches for an entire family. 

ResMed S+ sleep tracker

John Lewis' sales data shows that a good night's sleep is important to customers. The exclusive REsMed S+ uses advanced bio-motion technology and rigorous sleep science to measure breathing and body movements, as well as the conditions in the bedroom. It also delivers personalised feedback based on sleep patterns.

The Duvet Menu

In recent years, John Lewis has noticed a growing willingness to invest in quality bedding with the average mattress spend increasing and sales of silk pillowcases rocketing.  As a result the company is launching a new product which it believes will help customers sleep even better. The John Lewis duvet menu will allow customers to purchase their own personalised duvet in any shape, size, or tog. It is the largest and most diverse range available on the high street. Duvets will be priced from £12 - £10,000 and are made by Partners at Herbert Parkinson,.

Design Project No. 061 Nest of Tables

Customers are continuing to invest in statement pieces of high quality furniture to give a strong focal point to a room.  Designed by Dan Rawlings from our in-house design team, these are a "contemporary take" on nesting tables.

Design Project No. 001 Table Lamp

Customers are continuing to go big on lighting, with the average spend increasing by 6% over the last year. 

The Over The Knee Boot

"It was impossible to ignore the height and drama of the over the knee boot on the AW16 catwalks," said John Lewis in the edit. As part of the Somerset by Alice Temperley collection, the retailer is expecting boots in a rich autumnal berry shade to sell in high volumes. The stretch suede is designed to mould to the shape of the leg and reach just above the knee. 

The Sapphire Tux

John Lewis claims that the "confident sartorial man" who isn't afraid to try something different is becoming increasingly  popular, so the in-house design team has created a velvet tux that moves away from traditional black to new statement colour: saphire. The velvet texture and paisley silk lining has been designed with "the modern gentleman" in mind.

Creed Aventus Perfume

Aventus for him has been the best-selling men's fragrance at John Lewis. Following the success Creed will be exclusively launching Aventus for her at John Lewis in June. 

The Coatigan

The 'coatigan', according to John Lewis, will be the must-have staple women seeking transitional pieces between seasons - relevant given the unseasonable weather that has been hurting the clothing industry.

Published on Friday 22 April by Veebs Sabharwal

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