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Published
Sep 5, 2022
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John lewis launches new brand slogan

Published
Sep 5, 2022

John Lewis has introduced its new slogan after it dropped its long-standing Never Knowingly Undersold tagline. The replacement is For All Life’s Moments.


John Lewis



It comes as research shows its customers want to spend money on enjoying their everyday lives.

The new slogan comes at a momentous time for retail as it bounces back from the pandemic but faces an almost-unprecedented cost-of-living crisis.

So the slogan is all about the “moments economy”. It recognises that Britons’ spending may be constrained and they could be spending less on those moments but still want to make the most of them.

That could mean hosting a dinner party or celebrating a birthday rather than taking an expensive foreign holiday.

Customer director Claire Pointon told The Drum: “People shop with you because of what your brand stands for. And I felt that every question I’ve had since I’ve been here was about ‘Never Knowingly Undersold’. That was a price promise. But what we needed was a clear brand positioning to show the role we played in people’s lives.”

The new positioning defines John Lewis as a must-visit store for key gifting occasions as well as for everyday shopping.

But it’s not ignoring price and to address the cost-of-living crisis, the retailer is investing £500 million into lowering prices this year, £100 million more than it did last year.

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