John Lewis to mount 'buy British' push

John Lewis will mark all products sourced in Britain with a Union flag as part of a "buy British" push.

John Lewis: 'always a woman' campaign
John Lewis: 'always a woman' campaign

The stamp will feature on all products made by the retailer's 130 British manufacturers, including Herbert Parkinson, a Lancashire-based textile company owned by the John Lewis Partnership.

John Lewis is undertaking the initiative because it believes businesses could be doing more to support British manufacturers.

The new John Lewis & Co menswear label includes clothes manufactured in Britain, while some 90% of John Lewis’ own-brand carpets are made in Britain.

John Lewis is currently running its biggest marketing push to date in the run-up to Christmas in order to promote its Never Knowingly Undersold positioning.

The retailer increased its marketing spend in the months leading up to Christmas by 38% year-on-year to £23m.

However, its continued commitment in the Never Knowingly Undersold pledge has resulted in profits falling by 54.5% in the first six months of 2011.

Follow Matthew Chapman at @mattchapmanuk

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published