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John Lewis launches multichannel campaign

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John Lewis has launched a multichannel marketing campaign to promote the rollout of a luxury womenswear shop in its department stores across the country.

The retailer is running an eight-week online marketing campaign alongside a print advertising campaign, while, from Friday, shop windows across the country will be used to promote the fashion department. A customer event with a pop-up shop will be held to mark the refurbishment of the Oxford Street store’s womenswear department.

A supporting fashion catalogue, the first ever commissioned by the retailer, showcases its womens, mens and children’s clothing and accessories and is available online and in store.

John Lewis stores in Cardiff, Bluewater, Welwyn and Cheadle already feature the new-look womenswear department, while it is also being added to stores in Oxford Street, Brent Cross, Newcastle, Southampton, Aberdeen and Edinburgh, as well as at Peter Jones.

Craig Inglis, director of marketing at John Lewis, said: “We’re really proud of our fashion offering for the coming season so we’ve gone for a comprehensive marketing push. Our aim is to help drive reappraisal in our offer and to support and drive sales of our assortment in store and, increasingly important, online.”

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