I’ve been writing for The Chartered Institute of Marketing’s London blog. My latest thought piece takes a look at John Lewis, who has just launched a ‘Made in UK’ label as part of their Corporate Social Responsibility programme.
What do we associated ‘Made in UK’ with? Quality, traditionalism and design perhaps. Many products associated with various countries give customers a certain perspective. For example, Switzerland is synonymous with fine timepieces, Germany comes top for precision machinery, and Italy is known for elegant jewellery. So potentially the John Lewis range will see customers making purchases due to the fine heritage of British clothing.
It’s an exciting development for the store. Take a look at the Institute’s blog for the full story.