John Lewis (Competitor)

John Lewis is a chain of upmarket department stores which are placed throughout Great Britain. This is in fact owned by the John Lewis Partnership. The chain of stores is known for it’s policy of “Never knowlingly undersold” was has been used since 1925.

The department stores covers a variety of product areas which include; womenswear, menswear, beauty, baby and child, toys, sports and leisure, home and garden, electrical and gifts. This means that they again also cover every type of consumer which means that there isn’t much reason to shop elsewhere as they seems to be everything they have under the one roof which makes this easy and also convenient. However, I want to be able to steer consumers away from their comfort zones and allow them to branch out into something new, try something that they are not so familiar with and take a chance by buying into the Selfridges range that will soon be on offer.

John Lewis are known for their promotional  methods, this being adshels and television advertisements mainly as they are always catchy and seem to tug on the heart strings of the consumer which then means they feel the need to buy into the brand. This is very clever and new allowing them to have their own unique stamp on society and be able to firmly grip their target consumer. As this is so, with my service, this is also something I would like to achieve.

John Lewis have created their own sense of style, their own unique image, there playful and emotion manner is what seems to draw them and the consumers closer. They have a bond which manages to keep the consumer there at all times and play with their emotion due to the catchiness and the unique style they present themselves with. This is original to the brand and I am well aware that Selfridges as a brand are well established and have a different connection with their consumer but I want the flowers side of it to be fun and engaging whilst also being intriguing holding that sense of guilt. This then makes the consumer want to shop there. This is another drawing technique I would like to use for my service too.

Their logo is pretty basic and simplistic, a little too dull but it is easily recognizable and stands out which is the main thing. Their highly priced goods are what gains them the profit due to accommodating for all needs.

Although this is considered to be a competitor of Selfridges due to them both being department stores, it however, would not be a direct competitor for the flower service as they would not link as this is something John Lewis would not carry out. I will take tips from the promotional techniques and the presence they have over consumers but I do not feel they pose a threat in anyway.