John Lewis came to us with a challenge: to reposition them as a credible fashion brand for a younger demographic.
John Lewis Edition
We created a stunning monthly magazine that showcases big-name photographers and editorial from award-winning columnists, in a mix of branded fashion and lifestyle content that more than holds its own against the best premium newsstand titles.
Results were immediate, and spectacular. John Lewis Edition delivers an average 87 per cent sales uplift of featured products and market-bucking ad revenue, with 45 per cent year-on-year growth.
The reason? Readers love it, engage with it, and share its tips: 484,139 of them keep each issue for a month or longer; while the readership of 1,087,000 means two readers for every single copy. Its success has been recognised by the industry too: John Lewis Edition won APA launch of the year in 2009, and 2011 saw it crowned the PPA’s magazine of the year.
Fashion e-zine
Spring 2011 saw the launch of a John Lewis Edition fashion e-zine and a series of beauty ‘how to’ videos that were designed to drive traffic to johnlewis.com and increase incremental online spend.
Technology supplements
We created a range of supplements showcasing John Lewis as an expert provider of high-quality technology with beautifully shot photography and premium design. But these supplements lead in technology themselves, too: the most recent supplement used the latest in augmented reality technology to make its content leap off the. A code – called Aurasma – takes the reader straight to the John Lewis site, where they’re shown a video that brings the product to life. More than 13,000 people used the technology in that issue, creating a real buzz among early adopters.
Catalogues
We also create a comprehensive programme of catalogues. These include Home, Outdoor Summer Furniture, Christmas, Baby and more. Since they features the kind of high-quality bespoke commissioned photography you don’t get in other home catalogues, it’s easy to see why 80 per cent of customers say they use the John Lewis Home catalogue to get ideas and inspiration.