The retailer aims to add £70m in fashion sales by 2011 and is adding 100 new brands online which cover womenswear, menswear, accessories, childrenswear and beauty.
The revamped site, which launches today, will also provide seasonal trend guidance to consumers, provided by Marie O'Riordan, Editor in Chief of John Lewis' Edition magazine. ‘Brand Boutiques' will present online customers with virtual shop windows in which to browse. It will also have magazine-style pages that will feature regularly changing style guides, encouraging customers to put outfits together as they browse.
John Lewis is also implementing a ‘luxury shop' area in its womenswear floors starting with John Lewis Cardiff, opening on 24 September. This includes a designer area, contemporary fixtures for jewellery and accessories, a denim wall and a feature ceiling. The concept has no defined walkways, allowing shoppers a sense of discovery.
The concept has been incorporated into the refurbishment of John Lewis Bluewater and if successful it will be rolled out to the majority of branches during the next two years.
The changes come as the retailer spends a record amount on advertising this autumn, as it looks to boost its fashion credentials. Earlier this month it also launched a new customer lifestyle magazine, called John Lewis Edition.