Arguably Britain’s biggest department store, John Lewis aim at the higher end of the market – marketing themselves with the tagline “Never Knowingly Undersold”, a nod to the high levels of customer service that the company are renowned for.
Selling food, clothing, home ware and a variety of other non-food items, the company mainly stock premium priced products – although they do offer their own John Lewis branded items too. Generally, John Lewis hold their department stores in commuter belt areas, with their target market believed to be the aspirational middle class.
Over recent years, the company have become known for their series of highly Christmas adverts, which have been a strong contributing factor in their strong festive performances – former pop stars that have appeared on these spots have been Lily Allen, Ellie Goulding and Gabrielle Alpin. Such is the cultural impact of these commercials that since the launch of the first campaign in 2009, most of the songs featured have gone on to top the UK Top 40 charts.
Funded partly by the success of these advertising campaigns, John Lewis are currently undergoing a period of huge growth, and announced in 2011 that they were planning on branching out into smaller stores in order to try and further limit the market shares of competitors Debenhams and BHS. Their most prominent locations are currently London’s Westfield Stratford shopping centre and a forthcoming development in Leeds’ Victoria Quarter.