London – Department store giant John Lewis is launching an in-house
luxury brand promising fewer but better items.
The label, called “Modern Rarity” is John Lewis’ first luxury womenswear
brand in its own label portfolio.
Adopting a less is more attitude, the brand will be tightly edited to offer
timeless fashion with style staples such as knitwear, outerwear, separates
as well as accessories and unique pieces.
What is often seen in department stores own ranges is that ‘filler’ product
completes a range, rather than focusing on key items. For example a t-shirt
with a floral print may see the same print in four other jerseys, such as a
long sleeve, 3/4 sleeve, vest top, etc. This is seen as complementary
product for cross-selling, rather than focusing on more design-led range
planning.
“To shape the Modern Rarity label, we set off with a mantra of ‘fewer,
better pieces’, with the knowledge that our customers are wanting quality
pieces that have design substance. We wanted to create a brand that could cater for everyday modern classics
in a luxe way – pieces that are thoughtful, beautifully designed and
crafted with care,” said Jo Bennett, Head of Womenswear Buying for John Lewis and
co-designer of the range.
“I want our customers to feel that they are investing in a collection that
celebrates and helps them to continue to build their own style.”
The collection will debut for autumn winter 2016 and be available in-store
from September 8.