Transform Your Style: Inside John Lewis' Innovative Personal Styling Experience

The Comeback of John Lewis

The last five years have presented a challenging landscape for John Lewis. Under the leadership of Dame Sharon White, the company navigated through Brexit, Covid, and a cost-of-living crisis. Remarkably, she transformed a pre-tax loss of £517 million in January 2021 to a pre-tax profit of £126 million before her departure in February 2025. With a new leadership team and a return to the ethos of 'Never Knowingly Undersold', John Lewis is on the path to thriving once more.

Customer Service at the Core

A critical aspect of this revival is an absolute commitment to customer service, which is one of the four key drivers of growth in their refreshed strategy.

"Personal styling is one of the many services and experiences that we offer in-store, helping us provide customers the best shopping experience possible."
— Katie Papakonstantinou, Director of Services and Hospitality

Personal Styling: A New Era

Once a luxury for the elite, personal styling at John Lewis is now accessible to everyone. After expressing my wish for a makeover, I was offered a personal styling session, highlighting the variety of services available, including homeware and nursery styling.

The Experience

Upon arriving at the Oxford Street menswear department, I was greeted by the friendly Mark Lewis, an expert stylist with an impressive clientele. He led me to The Speak Easy, a hidden dressing room that transformed my styling appointment into an engaging experience.

Mark had prepared various outfits based on my preferences, creating a multi-sensory experience that online shopping cannot replicate. The session allowed me to explore new styles, fabrics, and fits, all while receiving expert guidance.

The Results

The styling appointment lasted two hours, during which I tried on numerous outfits. I felt pushed out of my comfort zone yet supported, exploring brands I wouldn’t have considered otherwise.

At the end of the session, I was thrilled with my new look, ready for its debut at an upcoming retail conference. The experience was exceptional—feeling like a VIP without the pressure to purchase anything, although many likely do.

Conclusion

The free service not only enhances the shopping experience but also eliminates the hassle of returns, as garments are returned directly to the shop floor, marking a significant shift in retail.

Andrew Busby