execution

Innovation and design is core to the John Lewis brand and is the heartland of John Lewis Edition, rippling across the breadth of content from home and fashion to beauty, travel and lifestyle. All photography is original; using big-name photographers such as Kim Knott, Martin Brading and Adrian Briscoe offers the reader a visual experience that shows a side of John Lewis that you wouldn’t normally expect. Julia Llewellyn Smith in The Sunday Telegraph (9/1/10) agrees: “John Lewis always nurtured my sensible side, but last year it also began feeding my hunger for glamour. I’d previously dismissed its
fashion floor… but then I picked up a gorgeous free magazine in Waitrose full of delectable garments I’d previously have considered strictly Harvey Nicks. No wonder fashion sales have increased by 22 per cent.” The strapline ‘Shopping Intelligence’ is core and offers readers edited choice and useful shopping insights. Combine that with great editorial from national newspaper columnists India Knight, Miranda Sawyer, Toby Young and Zoe Williams, and readers get a newsstand-quality magazine to enjoy. Ad revenue has bucked market trends and delivered outstanding yields and rapid growth in volume (46 per cent year on year). John Lewis Edition has now secured great contracts with highprofile advertisers such as Estée Lauder, Ted Baker, Clarins, Ford and Unilever. “It outperforms its competition not just in customer magazines but on the newsstand too,” says Nielsen, adding: “With impressive levels of advertising and dramatic sales uplift, John Lewis Edition is a commercial success,” making it an important part of the marketing mix for John Lewis. Marry this with stunning photography, elegant design and intelligent writing, and the result is a free magazine that readers enjoy – we think it’s the UK’s best retail magazine.