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John Lewis

How do you export your brand to new markets?

Overview

Following a successful launch in South Korea, we developed an international strategy for John Lewis Home & Fashion with detailed market clusters and a recommendation on its own brand portfolio and positioning to unlock further growth.

Challenge

John Lewis is a heritage brand and is well loved in the UK, but it wanted to boost international expansion. Going overseas was high risk, as the markets are complex and diverse, and the brand was not well known.

Solution

First we brought focus by mapping 12 priority launch markets into 4 market clusters – routed in extensive category and shopper insight – to understand category drivers and identify the markets of best fit for the own brand portfolio. To account for market diversity within the clusters, we created an overarching positioning and supporting own brand portfolio, that could be flexed around local market nuances. Using quantitative multi-market testing, we validated the positioning and portfolio options to give a market by market recommendation on where to focus.

Result

A clear wholesale proposition for international retail partners has led to successful entry into 3 international markets – with more to follow throughout 2016.

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