John Lewis reveals ‘For all life’s moments’ rebrand
John Lewis has unveiled its new brand promise ‘For All Life’s Moments’, which replaces their almost century-old ‘Never Knowingly Undersold’ price pledge.
Being unleashed across its web, app as well as in-store, the new range will also be revealed through a TV push from Thursday.
The move from John Lewis’s owner, the John Lewis Partnership comes as the company has identified “the moment’s economy”, through its analysis of consumer trends this year. The findings are published in a report – The Moments Economy: How We Shop, Live and Look in 2022, which looks at the changing habits of Britain’s shoppers in 2022 and beyond.
The retailer found that while the celebrations and holidays are back, people today are now seeking joy in everyday moments – not just the big moments.
John Lewis executive director Pippa Wicks said: “Today marks the first step of our journey to reimagine our business around a powerful insight around the Moments Economy. Customers told us that making the most of everyday moments contributes to their happiness.
“We’re already synonymous with the big occasions, from Christmas to planning a nursery. In rising to the emerging Moments Economy, we’ll become the place that people know they can come to bring a little joy to all of life’s moments, in an affordable way.”
From the late 1990s, the ‘Experience Economy’ evolved which gave way to a new, modern shopper investing in unforgettable experiences like the holiday of a lifetime and big weddings. But things have changed. The retailer said it is looking to bring that same joy to all the moments of our lives, no matter how big or small. This is the ‘Moments Economy’.
The John Lewis study analysed over 20 million data-points on social media, the shopping habits of millions of John Lewis customers, a 5,000 person survey, as well as qualitative research with customers, and interviews with world-renowned experts in economics, psychology, health, home, family and lifestyle.
A John Lewis spokeswoman said: “This year we’ve seen a profound shift in shopping behaviour. Customers have enjoyed the return of travel, part time office working and in-store shopping.
“But our in-depth analysis has shown that the combination of living in an always-on digital world and the societal shift accelerated by Covid have cemented our appreciation of the everyday.
“Shoppers are still wanting products to help them make the most of everyday moments such as having family and friends over for dinner and prioritising their wellbeing.”