John Lewis to revamp online fashion area in major web repositioning
John Lewis is aiming to become one of the UK’s leading online fashion retailers with an overhaul of its clothing site, part of a strategic repositioning on the web.
The department store has appointed digital retail specialist Candi to revamp the fashion section of johnlewis.com, intending to replicate online the branded in-store experience of its concessions.
John Lewis, which sells more than 37,000 items online, is aiming to capitalise on the increasing number of shoppers who are turning to the web during the economic recession.
David Walmsley, head of web selling at John Lewis Direct, said, “The strength of John Lewis online has traditionally been in the home and technology verticals, but we want to turbo-charge the fashion offering. It’s about having the same experience you get in-store when online.”
He added the site revamp was due for completion later in the year and will be promoted by an integrated marketing campaign to be developed by the John Lewis Partnership’s central marketing team.
M“The fashion launch is going to be a great opportunity to do something truly special in terms of offline and online,” Walmsley said.
Sales on johnlewis.com for the first 11 weeks of its current financial year revealed 4% growth year on year, compared to an overall drop in the store’s sales of 6.6%
Earlier this week online fashion retailer ASOS reported a 104% increase in sales for the year, to £165m
Source : nma.co.uk Wednesday 29th April 2009
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