John Lewis, the iconic UK retailer, has recently unveiled a fresh brand slogan as part of its efforts to move away from its long-standing tagline, “Never Knowingly Undersold.” The new slogan, “For All Life’s Moments,” arrives at a pivotal time for the retail sector, as it navigates the aftermath of the pandemic while simultaneously grappling with the challenges posed by a cost-of-living crisis.
The decision to change the slogan reflects a shift in consumer behavior and desires. Recent research has indicated that John Lewis customers now prioritize investing their money in savoring the simple, everyday pleasures of life. Although their spending may be more limited, they are more inclined to maximize these moments, such as hosting intimate dinner parties or commemorating birthdays, rather than splurging on extravagant holidays abroad.
Claire Pointon, the Customer Director at John Lewis, explained the significance of brand representation in customers’ choice of shopping destination. The previous tagline, “Never Knowingly Undersold,” served as a promise of competitive pricing, but the retailer recognized the need to establish a clear brand identity that highlights the unique role John Lewis plays in enriching people’s lives.
The new brand positioning endeavors to solidify John Lewis as the go-to store for both special occasions requiring thoughtful gifts and everyday shopping needs. While prioritizing these aspects, the retailer is also mindful of addressing the issue of affordability. In response to the prevailing cost-of-living crisis, John Lewis has pledged to invest £500 million in reducing prices this year, exceeding the previous year’s commitment by £100 million.
The introduction of the new slogan embodies the evolving mindset of consumers and their desire to cherish life’s simplest pleasures. John Lewis acknowledges the importance of meeting these changing demands while upholding its reputation as a trusted and dependable retailer. With its unwavering focus on providing value to customers and catering to their needs, John Lewis aims to sustain its success in the competitive retail industry.
Useful links:
1. John Lewis Official Website
2. Retail Gazette – News and Analysis for the Retail Industry
