John Lewis womenswear boosts overall sales as cool weather clothing sells well
today Feb 13, 2018
John Lewis’s weekly sales may have only risen 1.7% in the seven days to February 10, but some parts of the company’s fashion offer were much more successful.
Overall, the Fashion directory rose 2.1% but within that, womenswear rose a healthy 5.4%. And within womenswear, cold weather clothing was up 11% as the weather turned cooler across the UK with some areas seeing heavy snow. Meanwhile, women’s accessories also had a strong week with sales growing 4.4%.
It suggests that John Lewis’s fashion offer is proving to be relatively appealing as the new season gets under way, although the surge in cold weather clothing also reflects how today’s consumers are buying their fashion goods much more closely to the time they’re going to wear them.
That has led to a change in the in-store offer in recent years as old seasonal demarcation lines are blurred and stores focus more strongly on weather-relevant product.
Meanwhile, the retailer said that Home sales were down 6.3%, although the outdoor living category had a positive start to the season. Upholstery also had a solid week, and bedroom furniture was up 16%.
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