John Lewis has updated its website as the department store chain looks to boost its online sales by £70 million within two years. The revamped site features more than 100 new brands and a luxury label offering. John Lewis said it is hoping the initiative will lead to a 30% increase in fashion sales this year alone. The online fashion market is becoming a highly lucrative area for retailers, with recent successes of firms such as ASOS highlighting its potential. John Lewis has also improved its wider website, with a better search engine and easy-to-follow product information.
Premium brands including Lulu Guinness, Ralph Lauren, Nicole Farhi and Paul & Joe Sister will appear on the John Lewis site for the first time, while there will also be tips from experts and editorial features.
The online fashion site currently accounts for around 6% – or £20 million — of total sales from johnlewis.com, but the firm wants this to rise more than four-fold by 2011.
The group is running a £1.7 million advertising campaign to support the fashion expansion, which went live last week fronted by British model Jacquetta Wheeler and shot by Vogue fashion photographer John Akehurst.
Robin Terrell, managing director of John Lewis Direct, said: “Fashion online is one of the biggest business opportunities for John Lewis over the next three years and there will be a significant step change in our customers’ shopping experience online.”