John Lewis will be extending the men’s styling service it successfully piloted in its Westgate Oxford store to at least eight more stores.
A third of all the appointments for personal shopping at the Oxford store were for the menswear stylist since its opening in October.
Several new initiatives were trialled at the Oxford Westgate store, including staff theatre training by the Oxford Playhouse to teach them voice and body language skills to more confidently deliver customer service, a new uniform, and an “experience desk” where customers can book appointments via a concierge.
A new 230,000 sq John Lewis store is currently being built in the Westfield London mall at a cost of £33m and is due to open this March. Men’s styling will be one of the 23 services on offer including a nail and eyebrow bar, space for catwalk shows, beauty parlour, and demonstration kitchen.
600 new jobs will be created at the West London store and all staff will receive acting lessons.
Maggie Porteous, director of shop trade at John Lewis, said: “We want this shop to create a day out… White City and John Lewis are a destination that customers are really looking for which is a real experience. I think this will be very successful.”