Case Study: John Lewis achieves sector-leading audience reach and fashion repositioning with John Brown Media

The content programme that defines Britain’s most trusted brand

John Lewis, the UK retailer looking to reposition its fashion offer after a major store refresh, asked John Brown Media to communicate the change to a 35–44 female audience and encourage multichannel shopping. John Brown Media delivered an omnichannel content programme anchored by John Lewis Edition — a quarterly glossy magazine — supported by digital & app content, video, photography, point-of-sale and in-store display.

John Brown Media’s solution combined high-quality editorial and photography, editorial leadership, and repurposed assets across web, tablet, smartphone and in-store channels to build trust and fashion credibility. The campaign positioned John Lewis as a credible fashion destination: Edition held the number-one spot in the women’s lifestyle sector (ABC 481,220 Jan–June 2014), sustained that position through six audit periods, and delivered an 11% year‑on‑year rise in advertising alongside measurable uplifts in featured product sales.

John Lewis

Craig Inglis

Marketing Director