Customers sold on non-padded bras, sustainable swimshorts and millennial pink, finds John Lewis

Chantelle’s non-padded bras are sold at John Lewis.

The nineties classic push-up bra has witnessed a huge drop in sales at John Lewis this year, as customers favoured non-padded options.

According to the fifth annual John Lewis Retail Report, which looks at how customers shop, live and look, non-padded bras saw a 20% uplift in sales compared to last year, as sales of push-up bras plunged 44%.

Meanwhile, John Lewis men’s swim shots, which are now made from recycled plastic bottles, witnessed a 39% surge in sales on last year.

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At the same time, the iconic blush shade ‘Millennial Pink’ dominated colour palettes in homes and wardrobes as a result of its popularity on the social media feeds of famous influencers including Rihanna and Beyoncé.

There have been 63,000 searches for ‘pink’ on since January 2017.

The John Lewis Retail report also revealed Black Friday as the biggest spending day of the year in 2016, overtaking Cyber Sunday, and purchases on smartphones increased a staggering 69% compared to last year.

According to John Lewis, one reason for the growing dominance of mobile shopping is that it allows for a bite-size shopping experience, with customers filling time by browsing for inspiration or buying an urgent item within a matter of minutes.

Peter Cross, director of Customer Experience at John Lewis, said: ‘How we shop continues to change at pace. Shops now need to combine the very best products with the latest, most immersive experiences. For many customers, their phones are the ‘remote control’ for their lives with their shopping, banking, social networks and to-do list in one place.

“Five years on, this report is as intriguing as ever – as much for highlighting what we bought as highlighting what we haven’t. It’s our job to make sure that customers in 2020 will be as engaged and excited by the products and experiences we offer as they are today. In the face of all this change we will make sure that John Lewis remains trusted by millions of customers across the country for expert advice and guaranteed quality, which is never knowingly undersold.”



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