John Lewis, the U.K.’s leading retailer, has been trading for over 150 years. We have worked with John Lewis for over 17 years, and during that time have evolved our relationship with them from acting as a “design and print services” supplier to becoming trusted creative and commercial partner. After a complete revamp of its fashion floor in 2009, John Lewis briefed John Brown to communicate this change to a target 35- to 44-year-old female audience, building credentials as a fashion retailer and tempting customers to shop in multiple ways and across departments.
From there, John Lewis Edition was born—a quarterly glossy magazine, issued free of charge to the consumer, showcasing standout fashion and beauty. Trust and love are key to the John Lewis brand and reflected on every page of the magazine thanks to intelligent content, inspiring imagery, and an engaging mix of contributors. Under the editorship of Marie O’Riordan and Vanessa Thompson (formerly of Marie Claire and ELLE), the magazine attracts talented writers and photographers at the top of their game.
The dynamic photographic and editorial assets we create are leveraged on various John Lewis channels including social, in-store, and point-of-sale. Collectively, it’s a strategy that’s working, with Edition enjoying an 11 percent year-on-year increase in advertising during a difficult economic climate.