John Lewis anticipates further profit growth - How has the brand done in the recent past?
British department store company John Lewis Partnership has said it’s on track to deliver “significantly higher” full-year profit, nearly six months after reporting a return to profit after three years. In this piece, we’re exploring YouGov BrandIndex data to see how the company’ namesake department store brand, John Lewis, has done in the recent past.
First up - John Lewis’ Buzz score, which measures whether consumers are hearing more positive or negative things about the brand, dropped from a net score of 13 in January 2023 to 2 in April 2023 among the general British population. The metric then rose to 14 in September 2024.
The retailer’s Value score, which measures whether the brand represents poor or good value for customers’ money, recorded a net score of 15 in January 2023 and has climbed up to a net score of 19 in September 2024. John Lewis recently revived its nearly 100-year-old “never knowingly undersold” price promise after dropping it in 2022.
But who is driving the recent rise in Buzz for the brand?
YouGov BrandIndex data reveals that 18-to-34-year-olds have helped to push the Buzz score to 23 in September 2024, up from 17 in January 2023 and as low as 5 in April 2023.
As for its Value score, it also grew most significantly among 18-to-34-year-olds - from a net score of 6 in January 2023 to 16 in September 2024.
It improved by two points among British adults 50 years and above (from 23 to 25) and four points (from 8 to 12) among 35-to-49-year-olds within the observation period.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. John Lewis’ Satisfaction score is based on the question: “Of which of the following retailers would you say that you are a satisfied customer/dissatisfied customer” and delivered as a net score between –100 and + 100. Its Value score is based on the question: "Which of the following retailers do you think represents good value for money/poor value for money?" and delivered as a net score between –100 and + 100. Its Buzz score is based on the question: Over the past two weeks, which of the following retailers have you heard something positive/negative about?" and delivered as a net score between –100 and + 100. Scores are based on an average daily sample size of 2083 British adults between January 2023 and September 2024. Figures are based on a 4-week moving average. Learn more about BrandIndex.