John Brown Media UK was tasked with driving homeware sales, both in-store and online, for John Lewis, one of Britain’s most trusted retailers. Enter a standalone interiors and homeware publication, John Lewis Home, that highlights the retailer’s product categories while embodying the cornerstones of quality, price and service.
The core objectives were to produce a central library of assets and content for use across multiple platforms, with a focus on online. The publication needed to emphasise John Lewis’s wide variety of products, spanning a spectrum of tastes and budget in order to drive sales to a broad customer base. Finally, it needed to position John Lewis as “the home of inspiration” – the leader in this competitive market.
The result? A covetable coffee-table book that combines design excellence, stunning photography and compelling content. It fulfilled the retailer’s commercial needs while inspiring the customer with engaging editorial. The unique, graphic approach taps into John Lewis’s leading trends to create books with seasonality and standout style, attracting customer pick-up and supporting the brand’s credentials as a trailblazer of interior decoration. The launch edition saw 465 000 copies printed, providing noticeable sales uplift in the first four weeks alone, including a 21% increase in product sales against estimates.
The launch edition saw 465 000 copies printed, providing noticeable sales uplift in the first four weeks alone, including a 21% increase in product sales against estimates.
Both the Spring/Summer and Autumn/Winter books feature clear communication and meticulous planning to ensure customers are inspired. The broad range, design credentials and unparalleled service are promoted at every opportunity, while fold-out guides, inserts and inbounds, add extra interest, energy and “keepability”.
John Brown UK also publishes John Lewis Edit, Britain’s number one fashion magazine in the women’s lifestyle sector, with an ABC of 476180 (as at August 2016), and Cook, an inspirational edit of recipes and supporting kitchen kit, plus tableware for every entertaining occasion, as a quarterly newspaper-style print magazine.
“The Home book continues to drive our ambition to be the number one destination for homeware. It innovates in format and content every season, to ensure we stay one step ahead of the competition. It’s inspirational, innovative and packed with useful information. I love reading it and I’m truly proud of how well it represents the John Lewis brand in home.”
John Lewis marketing director