Men-only Floral Print
Company: John Lewis Partnership
Impact: Innovation; Brand knowledge and marketing
Sponsor: Andrew Lambert, JLP designer
Timescale: 12 months from concept to launch
To create a ‘hot product’ for the 2009 season’s men’s fashion collection by drawing inspiration from vintage designs and patterns in the John Lewis textile archive.
Business archives used by the team
- Textile print, dated 25th January 1943, from the Cummersdale textile archive (part of John Lewis corporate archive)
Outcomes and business benefit
- Created a limited edition premium product, retailing at £40 per shirt, for the men’s fashion market.
- Product swing ticket explains the story behind the pattern, demonstrating to customers the product’s vintage authenticity.
- Story of the product development used in internal sales team literature as part of marketing plan.
- Cost of product development minimised by using in-house inspiration from the 25,000-strong textile archive.
- The pattern has further commercial application as the inner trimmings of trousers and the inners of shoes.
- There is a good opportunity to quickly develop a product range in response to favourable customer sales.