How John Lewis is reinventing its menswear offer
What: John Lewis transforms its menswear offering with Paul Smith collaboration and expanded tailoring range, responding to growing demand for special occasion clothing.
Why it is important: The transformation reflects a significant shift in menswear retail, as consumers move away from basic office wear towards investment pieces that make a style statement, requiring retailers to adapt their product mix and service offerings.
John Lewis's menswear transformation marks a significant evolution in its fashion strategy, with tailoring sales increasing by more than 20% over the past year. The retailer's own-label business has been particularly successful in driving this growth, reflecting a broader shift from everyday office wear to special occasion pieces that make a statement. The introduction of an exclusive Paul Smith tailoring collection, featuring a GBP 650 pure wool suit, demonstrates the retailer's commitment to elevated fashion offerings. This strategic move aligns with changing consumer demographics, as the 18-24 age group emerges as the fastest-growing segment in their menswear business, particularly in tailoring. The retailer's response includes expanding its product range with bold choices, such as cream double-breasted jackets and linen suits in unexpected colours like purple and sage. Supporting this product evolution, John Lewis is enhancing its store experience through expanded personal styling services, which already generate their highest customer transaction values, and refurbishing key locations including the Oxford Street flagship's ground floor and Bluewater Shopping Centre.
IADS Notes: John Lewis's latest menswear developments, including the Paul Smith collaboration and 20% increase in tailoring sales, represent the culmination of a comprehensive transformation strategy initiated in 2024. Following the appointment of Rachel Morgans as fashion director in May 2024 and the addition of 49 new fashion brands in February 2025, the retailer has successfully positioned itself to capture a younger, more style-conscious consumer base. This strategic evolution is supported by significant investments, including an GBP 800 million store renovation programme announced in October 2024, which has enabled the expansion of personal styling services and the refurbishment of key locations like the Oxford Street flagship. The shift from basic office wear to statement pieces aligns with December 2024's trend report findings showing increased consumer confidence in fashion choices and a growing appetite for social shopping experiences. This transformation of the menswear offering demonstrates how John Lewis is successfully balancing its heritage in tailoring with contemporary fashion demands, particularly evident in the 18-24 age group emerging as their fastest-growing menswear segment.
