// John Lewis has unveiled its new brand promise ‘For All Life’s Moments’, which has replaced the retired Never Knowingly Undersold
// It comes as owner John Lewis Partnership has identified what it terms “the moment’s economy” of customers making the most of everyday moments
John Lewis has unveiled its new brand promise ‘For All Life’s Moments’, which replaces its 97-year-old ‘Never Knowingly Undersold’ price pledge.
The department store will unveil its new customer pledge online, on its app and in-store, as well as a TV push starting on Thursday.
It comes as owner, John Lewis Partnership, has identified what it terms “the moment’s economy”, through its analysis of consumer trends in 2022.
The retailer found that people are making more of everyday moments, rather than just the big experiences and shopping itself has become more of an enjoyment with 60% of people surveyed by John Lewis said they went shopping ‘for the joy of it’.
John Lewis executive director Pippa Wicks said: “Today marks the first step of our journey to reimagine our business around a powerful insight around the Moments Economy. Customers told us that making the most of everyday moments contributes to their happiness.
“We’re already synonymous with the big occasions, from Christmas to planning a nursery. In rising to the emerging Moments Economy, we’ll become the place that people know they can come to bring a little joy to all of life’s moments, in an affordable way.”
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The John Lewis Partnership’s annual ‘How we shop, live and look’ 2022 report also revealed how consumers were changing how and what they bought.
British shoppers are “casting off the trappings of a life in lockdown” with sales of non-wired bras down by a third, sales of loungewear velour tracksuits falling by 50%, and wall-mounted desks removed from sale altogether, as “we reclaimed our homes and left the office at the office”.
A John Lewis spokeswoman said: “This year we’ve seen a profound shift in shopping behaviour. Customers have enjoyed the return of travel, part time office working and in-store shopping.
“But our in-depth analysis has shown that the combination of living in an always-on digital world and the societal shift accelerated by Covid have cemented our appreciation of the everyday.
“Shoppers are still wanting products to help them make the most of everyday moments such as having family and friends over for dinner and prioritising their wellbeing.”
In an indication that householders are returning to lunches outside the home, sales of soup makers fell by 12% and bread bins were down 42%, while sales of commute-ready laptop bags rose by 20% and travel mugs by 65%.
Instead, sales of occasion hats were up 168% as customers attended weddings and other social events again, “smart” menswear sales were up 60%, ironing board sales were up 19% and the retailer saw sales of perfume increase by 24%.
John Lewis customer director Claire Pointon told Retail Week that it would relaunch its eponymous own brand in light of its new”moments” focus and it is also plotting a new store format designed to “inspire customers to shop by real-life moments across categories rather than traditional product departments”.
