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Short filmTranscript
00:01we love a shop-it-all experience we spend 32 billion pounds a year in
00:07department stores these days the undefeated doyenne of department stores
00:12is John Lewis trusted timeless and just a little bit posh 13 million of us
00:21visited last year John Lewis is the grand dame of the high street is the
00:26last surviving department store but retail royalty can't rain forever as its
00:33biggest challenges left the field a new contender is taking them on there are
00:39not many giants left on the high street and Primark and John Lewis are actually
00:43to the last remaining to kind of slug it out the old department stores have gone
00:48but Primark has replaced them more budget than bougie Primark's a hit when times
00:54are hard the cost of living crisis has been a godsend for Primark millions of
01:00us visit their 198 stores every week spending billions every year until
01:08someone confiscates my bank card I will always take a trip to Primark Irish
01:13upstart Primark has outlived all comers to become the unlikeliest of rivals to the
01:18Duke of department stores I think if you'd said 10 years ago that these two
01:22arrivals everyone would have thought you were mad but now I think that is the
01:25case there was a long period of time when the John Lewis customer wouldn't be seen
01:30dead in Primark that's changed from five star luxury to five quid leggings it's all
01:38up for grabs as these two go all out to attract cash strap ropes John Lewis and
01:46Primark are fighting it out in key battlegrounds over homeware I feel you
01:51find these in John Lewis not Primark beauty all of these experiences are free
01:58aren't they yes and the latest fashion John Lewis is fighting to stay relevant
02:02Primark's rivalry with John Lewis has changed how we think of department stores
02:07I did not expect Primark to have a great here's the bastion of bespoke against
02:12the king of cut price it's Primark versus John Lewis
02:23since John Lewis opened in 1864 they've tried to offer everything we need for a
02:29well-decorated home our rivals first battle is for a slice of the four billion
02:34pound a year homewares market and for years John Lewis had a clear run at our
02:42soft furnishings John Lewis dominates on homewares they're the only big full-line
02:47department store with that kind of choice and homewares
02:52she can kill with her smile she can wound with her
02:57John Lewis artfully tells evocative stories about a store you can come back
03:02to throughout your life John Lewis want their customers to shop throughout the
03:06generations once we've got you for nursery we get you for baby and then you
03:10buy your house and you can see in that advert the woman goes through all of
03:13those life stages John Lewis was the undisputed Egyptian cotton heavyweight
03:18of the home it made 4.8 billion pounds worth of sales last year until an Irish
03:25interloper that had opened its first store in Great Britain in 1974 moved on to
03:30their town some people think that Primark has come out of nowhere but Primark
03:34actually started in like the late 60s in Ireland and then slow and steady grew
03:39originally it was fundamentally a fashion Empire and that move into homewares of
03:45course homewares offer another reason to visit 20 years ago Primark was turning
03:50over nine hundred and eighty nine million pounds across its stores compared to John
03:56Lewis's five billion their strategy to propel themselves into the big league
04:00hinged on a genius decision to capitalize on other failing department stores
04:06growth of Primark is down to opening more shops largely those shops have been in
04:12the old department stores which have closed of course and it's taken over the
04:16shops in key locations on our high street and become ultimately the new
04:20department store in 2005 Primark bought 120 Littlewood stores in the war on the
04:27home front they now had prime territory they could use to launch an assault on
04:32John Lewis this printed Primark home range literally become John Lewis making my
04:37way home but I thought I quickly nip in but I wish I had one with a lot because
04:40honestly look at the range of this stuff in just the last few years Primark has
04:45entered the homewares market with quite a vengeance and that's where they are a
04:50direct competitor to John Lewis bedding candlesticks plates are pretty things to
04:56make your home more beautiful that's what Primark are now offering and they
05:01really are kind of they parked their tanks on John Lewis's lawn
05:06Primark started selling homeware in the noughties but made a decision in 2019 to go
05:12big and go home home we're played its part in helping Primark grow sales to 4.5
05:19billion pounds in the UK and Ireland last year it's now within a whisker of John
05:25Lewis's 4.8 billion pounds a year in sales
05:32Kitty Darlington is potty for Primark she's the classic customer Primark won over
05:37with his homeware I'm obsessed I feel like it's giving Pinterest but on a budget but I absolutely
05:46love it just know that I'm gonna get the same quality but for literally a fraction of the price
05:53Primark treated homewares like fashion and making sure that they had the the right trend
05:58led items and they're also very good at spotting in the same way they've done with fashion what are
06:03the designers doing in homewares can we do a cheap version very quickly I just think that the packaging
06:08looks expensive it's high quality I feel you'd find these in John Lewis not Primark hey we're
06:17focusing more on how are we living at home and what are we doing so we're spending more time at
06:22home we're eating more at home we're having our friends around more at home lockdown made us all
06:27spend more time at home but the cost of living crisis that followed meant we had less money to
06:33make our homes nice Primark was perfectly poised to capitalize ahead of their premium rivals I love
06:41hosting for my friends I love setting the table out all little snacks I probably see this in John Lewis
06:48this and it could be about 35 pounds but here it's only eight there's an iconic jug in the shape
06:55of a
06:56fish called the glug jug the original version cost 45 pounds but Primark are selling a version for 12 quid
07:03and
07:04you wouldn't know the difference if you're putting tanks on John Lewis's lawn you need a homeware army to do
07:14it
07:18Sinead Maraid and the rest of the homeware team have to be hot on the latest trends what has been
07:24the biggest surprise recently probably the biggest one is the teddy bear bow collection it's a trend
07:28that Sinead and I were in and Seoul in Tokyo looking for inspiration and there's a trend that we
07:33spotted on apparel and we brought it back to homewares on duvets on bow cushions on teddy bear bath mats
07:40um it's just been even on social medias posting oh we'd love to see that in blue or we'd love
07:45to see
07:45that in red or we'd love to see that in a pink option so we're even reading all that information
07:49understanding getting those cues from the customer as well but that's a great example where the team
07:56would show me that and I would say I don't get it I don't get it however you know what
08:02you're doing
08:03good influential skills I need to now step away and let you because I just don't get it
08:07Primark is stuffing John Lewis in the cushion wars the secret to their success is to spot changing
08:15lifestyles and predict trends months in advance so this is our second biggest buy for the first
08:21half of the season so lovingly named Nantucket we've taken Nantucket it's incredibly luxury
08:29this year Primark is betting big on something John Lewis would be proud of cottagecore
08:36it's very much New England preppy style in fact with the gold ornate bows as you can see up there
08:42but again it's back into that New England it's almost like borrowing items from your grandmother's
08:47home or what you might have seen in your grandmother's home and maybe the Cotswolds or New England
08:52it's quite nostalgic yeah leaning into that aesthetic which has actually become very very
08:56popular and what kind of customer do you have in mind for this range yeah with the younger kind
09:02of mid-twenties generations interesting they're drinking less booze they're having more tea parties
09:09our market in how we tell us Gen Z are in a bit of their hosting era socializing at home
09:14socializing
09:14friends muscling in on the trendiest homeware helped Primark spread its department store wings
09:24with budget brands barging in John Lewis found itself in a turf wall over tea towels
09:31the issue with John Lewis is they're a bit stuck in the middle and stuck in a muddle because they're
09:35trying to get consumers that are not necessarily high-end luxury consumers and they're not low-cost
09:42discount retailer consumers with their home wear under pressure on price John Lewis needed a
09:49response to win over cash strap bricks if you're a retailer you're trying to appeal to all people at
09:55all times you are going to come unstuck I think that's part of John Lewis's problem because if you
10:02are appealing to the upper end of the market with a lot of disposable income how do you also appeal
10:07to
10:07people who desperately they don't want a bargain they need a bargain in response the homeware og
10:15rolled out a brand new budget range to charm the bargain hunting massive who had started going to
10:21Primark instead John Lewis were really trying to kind of cover all bases can we compete right at the
10:28bottom end with homewares so they came out with this any day range it was cheap it was cheerful it
10:34was
10:34good basics done well any day launched in 2021 it was functional but not trend led like Primark
10:42it soon started to attract back some of those people tempted by Primark's prices 125 million pounds
10:50of sales in just nine months and 800 products flying off the shelves every hour any day has been incredibly
10:59successful for John Lewis the original aim was to decrease the price of the ranges by up to 20 percent
11:06and it's been the most important pivot into value led products in the history of the company one of the
11:13questions the teams at John Lewis will be asking themselves is had we not introduced the any day version of
11:19the
11:19product would we still sold the higher value item any day did attract half a million newcomers who had
11:27never shopped at John Lewis before but it didn't solve all their problems
11:36with John Lewis fighting back in the affordable homeware market
11:40Primark doubled down they've just introduced a standalone homeware store in Belfast and in Manchester
11:48and with more waiting in the wings the fight for our front rooms is far from finished there's actually
11:55far more of an overlap between the customers of John Lewis and Primark as Primark extends its product
12:00range into homewares the two brands come closer together coming up with Primark stealing John Lewis's
12:07exclusive seat at the homeware table John Lewis went off the shelves and in our faces
12:13i look like you've injected three hours sleep into my face
12:17and Primark takes the idea of borrowing to a whole new level
12:21it's such a good dupe of charlotte tilbury's beauty blush wand normally 30 pounds
12:33primark's assault on our home furnishings rattled John Lewis from 10 stores in 1978
12:39primark now has 198 in the uk to john lewis's 36 to try to make up ground lost to its
12:48fast-growing rival
12:49john lewis upped the glamour forcing primark to fight on its home turf beauty
12:57one of the big successes of recent years has been beauty
13:00we love a glow up last year we spent over 30 billion pounds on lipsticks blushes and facials
13:06that's six times more than we did on health and fitness beauty is a category that's incredibly
13:12important for all department stores for john lewis and now for primark it drives traffic
13:18john lewis is the makeup maestro 62 of in-store sales are products like perfume and makeup
13:26beauty accounts for 15 of their overall turnover
13:32when times are tough a lipstick can always put a smile on your face beauty is a critical area for
13:38growth it seems to be recession proof we always said if you can't afford the dress you buy the
13:42lipstick but beauty always grew even in tough tough times and i was a senior buyer of beauty at john
13:47lewis for five years primark's main money spinner is own brand so to lipstick it to their rivals
13:53john lewis concentrated on getting the biggest names in cosmetics into their stores one thing john lewis
14:00are really leaning into is can we get exclusivity on a certain brand if something is going viral online
14:07can we secure that deal some south korean beauty brand or whatever the new brazilian one might be
14:13and that again gives you a reason to come into store perhaps the hottest product of 2023 wasn't a
14:19traditional skincare brand it was a skin firming cream for your bum i think one of their best selling
14:26individual items uh in 2024 certainly was soldier generos bum bum cream which became this kind of viral
14:34sensation its exotic and tropical vibe was played out in sunny ads it had a kind of funky packaging
14:43silly name it flew off the shelves once you try this nothing else will ever even reach that level
14:50beauty is hard to crack but done right can charge a huge premium soldier generos was the must-have brand
14:56and john lewis made sure you could get it there before almost anywhere else you've got to get the new
15:02brand you know people want newness they want newness the whole time john lewis added 170 new brands
15:08across its stores in 2023 and beauty led the charge in boosting profits those brands that give you the
15:15cool factor well for john lewis to get on that journey quickly because it was the brand so investing in
15:20those beauty halls and making sure they're relevant is very very important while sales in homeware were
15:26losing ground to primark in 2024 getting big name brands on board meant sales in beauty were soaring
15:32up 40 percent in the previous five years
15:37own brand specialist primark could only blush at the thought of matching those big brand beauty sales
15:44one of primark's aims is to be that one-stop shop that people come for home fashion beauty and beauty
15:50was
15:50one of the categories that they didn't really play into as a business primark was falling back they
15:55couldn't compete on branded cosmetics so they went in totally the opposite direction to get a bit of
16:02the big brand boost without the big brand budget they would have seen the opportunity to create own
16:07brand beauty and own brand skincare which will have had a higher margin they would have been able to
16:13introduce products that they were very of the moment that they wanted to control and really just
16:19capitalize on that market share their sneaky strategies to compete in the lucrative beauty
16:25world was to offer big brand allure without involving the brands themselves so i love soldier
16:33de niro and these are giving off the same kind of look i'm not sure if they give the same
16:40scent let's try it
16:41out yes that i definitely will pick one of these up and they are only 350. the copyright on fragrances
16:51is a
16:52legal gray area you can't copy the recipe but primark felt they could be inspired by them
16:57welcome to dupe by primark available at a fraction of the cost of the one in fancy packaging
17:05also i've heard that foxy nude at primark is a really good dupe for subculture at mac
17:11and this is only 75p whereas in mac you're probably looking at about 20 pounds for one of these soldier
17:18jenero jet set dupe souls retail for 30 pounds primark's just six pounds by making their own
17:26version of designer cosmetics far cheaper primark felt they could steal some of john lewis's bombastic
17:33beauty business we know we're going to have an immediate hit with this because there is already a
17:38demand for this product so it's quite an easy win because they can almost ride the success of the actual
17:46product that they're then making a dupe of now i think this may be a dupe for the charlotte tilbury
17:52airbrush foundation i absolutely love that foundation so if this is anything like that one
17:56we're in for a good time if you are 14 or 15 you're not going to be buying charlotte tilbury
18:01or mac or
18:02chanel at those prices but you are going to be buying a dupe it's not the same quality but that
18:08isn't
18:08what it's all about joe malone's 24 pounds for nine mil primark's three pounds for 20 mil most of the
18:15money is in the brand and the marketing so if you can come up with something that smells very similar
18:20and functionally does almost as good a job of course you know that's what you need to do as
18:26a retailer if you're someone like primark duping their rivals key brands has helped primark's profits
18:32smell a bit better sales across all primark stores globally rose from 7.8 billion pounds in 2019
18:42to 9.5 billion last year primark started introducing their own brand beauty and it has grown over the
18:49years and it's now a multi multi million pound apartment look how similar they look to the milk
18:54makeup jelly blushes they even have this cooling effect so when you touch them they're really cold
18:58just to give you an example they have a five pound moisturizer that they sell six every 60 seconds
19:03across the world but it can't compete with john lewis's 700 million pounds or so in beauty sales
19:10primark don't separate their beauty sales but admit it's a drop in the ocean compared to their fashion
19:16and homeware sales john lewis wanted even more people to come through the doors i guess the feeling of
19:24walking around the beauty floor that actually you can really get involved you can really try stuff
19:29is that what you're going for is that a kind of change in direction absolutely we want the customers
19:34to come into a hall and spend the day make make a whole experience out of it this is in
19:40launch of the
19:40new beauty area that's just been completed in john lewis it's absolutely beautiful to turn shopping into
19:46even more of an event they're upgrading six stores at a cost of 800 million pounds adding 70 treatment rooms
19:54and more than 400 beauty services so what new experiences are you offering in store so we've got
20:01um the dermalogica treatment room and we've got non-invasive treatments like chemical peels we've got
20:07the retinol treatment we've got um cryo micro needling john lewis is famous for its wedding list now it
20:15seems they want the whole bridal party to come for a pampering too if they buy a few things while
20:20they're at
20:20it and so all of these experiences obviously they come at a cost but a lot of them are free
20:25aren't
20:25they every time you go and buy get a treatment and you end up buying that product charlotte silver
20:29is a great example so they're really popular with bridal consultations or party makeovers and every
20:37time the customer comes in they'll buy the lipstick that they want to top up throughout the night
20:41customers do spend more when they um have that one-to-one experience i'm sold
20:48beauty is the ultimate make yourself feel good for not a huge amount of money
20:55primark too wanted to glow up their stores to compete with the beauty big shots
21:00primark want people to spend time in their stores which is why they've put the hairdressers in
21:05they've put the nail bars in because the more time you spend in the store the more money you will
21:09spend they've installed 16 new nail bars across their stores to appeal to fans like kitty
21:16i think it's great having a beauty bar in primark you have your nails or brows or anything to get
21:22done why not while she's shopping turns it into a day out primark may want you to spend more time
21:28in their stores but so far they've been unable to lay a polished fingernail on john lewis in the beauty
21:33game
21:34offering it more as an add-on to their triumphant fashion and homeware market coming up the fight
21:42to sell everything including the kitchen sink gets super high tech may i collect of course you can let
21:48me get you checked out john lewis calls in the robots buh-bye whoa and primark swaps online sales for
21:57online influence
22:06primark changed the way we decorate our homes sinking its rival with low prices
22:11john lewis fought back offering experiences to tempt you to splash the cash but primark now has five and
22:19a half times as many physical shops as john lewis you might be forgiven for thinking primark have left
22:25john lewis in the dust but there's a whole other territory that john lewis is fighting over and you
22:30can't see it on the high street it's online to make up for its lack of stores john lewis has
22:37made
22:37winning the online war a vital target john lewis is actually one of the first to invest in the online
22:44business they realized early that the customer had started to shop away from the physical high street
22:52the uk online shopping market is the biggest in europe 30 of our purchases are now made through
22:58our devices and in the battle for digital dominance john lewis was iterations ahead of its tech phobic
23:05rival without a shadow of a doubt john lewis's online presence allowed them to grow where others
23:11couldn't and they built a knowledge and an expertise about the digital world that their competitors failed
23:17to build during the dot-com boom in the late 90s john lewis's bubble had burst profits fell in the
23:25last two years of the decade so at the start of the 21st century they introduced a game changer selling
23:32online john lewis did it very very early within two months they were getting a thousand orders a day
23:38and profits grew every year for the next seven years they have 50 of their sales online think john lewis
23:44has really flourished in the power of its online and the shops primark was left in the digital dust
23:50it has never offered a fully online way to buy their products primark not being online is weird
23:58i mean it just is weird because how can you survive in this day and age and have basically no
24:04online
24:04presence even during the period we could only shop at home primark refused to get digital even when they
24:12risked losing a billion pounds during lockdown for primark online seemed more trouble than it was
24:20worth the unique thing about primark is it's only got shops which means it avoids the costs of a
24:26costly online operation in terms of deliveries expensive returns and warehousing primark's business
24:32model is to keep prices low and with going online the logistics that are involved in that
24:39can and would drive primark's main prices up by going through that process it means it's not on
24:45the shop floor if it's not on the shop floor it can't be sold and if it can't be sold
24:49then primark's
24:50not making money from that product in 2020 up to 70 of john lewis sales were made on the internet
24:56lots of new tvs to binge watch our favorite shows it helped their profits only drop two percent despite the
25:03pandemic online purchases are still 50 percent higher than they were in 2019 primark couldn't
25:11carry on being a digital denier primark recently started selling some of its ranges online for click
25:21and collect only and i think that shows that it has hurt their business by not selling online up until
25:28now
25:32ah i'm backstage backstage at primark techno come lately's primark only introduced click and collect
25:40across all its stores in great britain in 2025 a full 17 years after john lewis so do you pick
25:48these
25:48orders from your shop floor no orders are not picked from the shop floor the customer places an order
25:53online and then that's picked individually at a distribution center the store receives it and then
25:59the customer is notified and they can come and make a collection as bizarre as it might seem in this
26:06digital age primark still doesn't offer delivery it seems they want to make you do the legwork you still
26:13have to go to the shop to collect it costs so much more to ship the products directly to you
26:20rather than
26:21have you come to the store and take them away they have such high volumes of products at such
26:27low prices that to make it cost effective to get an order to you they might need to charge you
26:34a
26:34minimum delivery threshold if you are selling something online that's below say 10 pounds you're
26:41going to cost more to send the item online than actually the profit you're going to make in it the
26:47profit is very very small no offense but a lot of people untaken a lot of people have been doing
26:55click and collect in retail for a long time yeah why is it taking you this long we are a
27:02business
27:02that's totally focused on our stores pick up your purchase and any additional items that you might
27:08choose to make a purchase for whilst you're browsing i mean that's interesting what you said then
27:12so people will come in collect click and collect and purchase any additional items will people buy
27:19more and we know that about half of the people that that shop with us on click and collect purchase
27:24additional product when they come in half yeah the 18-month trial of click and collect was successful
27:30enough that primark rolled it out to the whole of great britain in 2025 but it all feels a bit
27:36too
27:37little too late by 2015 john lewis was already processing six million click and collect orders
27:43a year and around the same direct to our homes but the cost of it was crippling them the cost
27:48of selling
27:49online is very expensive the delivery cost is very high people want free delivery they've grown up with
27:55it retailers have realized too late in the day it costs us a fortune to get that dress or saucepan
28:01from
28:02our warehouse to your home the problem was made even worse by the fact you can't try stuff on
28:09the critical thing that is pretty tough for fashion retailers is the returns on fashion are very very
28:16high up to 50 online if you're going to be one of those people who buy three copies of the
28:20same dress
28:21try it on and send two back that is ruinous to stop online syncing them outright john lewis had to
28:30think of ways of bringing down the costs of delivery in 2016 they invested half a billion pounds in
28:37technology to help them maintain their lead in the online game can order by 8 pm this evening and
28:44receiving any of our waitrose supermarkets or our john lewis department stores the following day by three
28:51o'clock so and that's an industry-leading proposition humans are costly and frankly slow so the secret to
28:59making orders efficient is to speed things up and the answer is robots what do i do just press go
29:06on
29:06the screen okay bye bye there we go and the next one k wow wow just set them off okay
29:16and the next one k
29:19wow gosh they got quite a lick don't they there we go keep going okay i'll keep going oh my
29:25goodness
29:25right everyone everyone says bye bye there we go off they go off they go let's go let's follow her
29:34hey you actually have to walk at quite a pace don't you yeah john lewis have bet big on speed
29:40if you can
29:41deliver fast not only will it save you money but people will be more likely to pay your premium prices
29:48this ability to deliver very quickly is something that's important and everyone has had to up their
29:53game and john lewis have certainly had to do that but it definitely drives the costs up because people
29:57want things quickly they're not prepared to wait so you have to balance the cost of what that is for
30:02your business when the warehouse is operational humans don't walk with the robots they wait in
30:09the designated aisles to pass the items the robot has asked for to be whizzed to the packing area
30:15so what do we do now you're looking for a uh a cord gingham jacket um size eight okay and
30:21find the
30:21right pigeon hole so co by staying in the packing area and letting the robot do the run to dispatch
30:28i can fulfill many more orders far more quickly with lots of different items in the lockers there won't
30:35be a log jam if something sells like hot cakes you know what i was expecting to see was maybe
30:41that
30:41jacket in lots of different sizes all here one one skew yeah but there's actually a range of different
30:47things yes this storage device is what's called a chaotic storage device it's its actual name every
30:53location is a random selection of garments if you have all the same products in one area and it's a
30:58really fast selling line hey all the robots will be queuing up and all the people will be stuck with
31:02each other so this gives you an opportunity to disperse your kind of uh activity across a wider
31:07space got it okay well we've got our first yeah we've got our first it's cost john lewis 150 million
31:16pounds to service its online growth over the last five years but with three billion pounds of john
31:22lewis's sales a year is helping dominate primark when it comes to digital warfare in the battle of techno
31:30shopping the robots pay for themselves we've seen a 60 increase in productivity each of these robots
31:37saves us about 1700 pounds per month 1700 1700 pounds per month yeah with 160 robots here that's
31:47more than three million a year in savings
31:52i mean in a decade's time will primark still not offer online i mean you're you're risking
31:59just shutting out half the market are you really going to suggest to people that you have to come
32:04in store to pick up that bedding or you know the lamp uh all those kids clothes i mean that's
32:12a big ask
32:15primark might be dial-up compared to john lewis's high-speed online presence but there's another
32:20battleground where primark's use of online has saved it a fortune the quality of these are so good and
32:27the prices are so reasonable too i would want to church boy i was giving my sunday best every year
32:34john lewis spends millions on tv ads and primark has found a modern lo-fi alternative primark doesn't
32:40tend to post huge amounts of content it lets its consumers and its shoppers do the talking and it
32:45does this masterfully by kind of seeding some of these products pre-launch to creators and
32:50influencers so a lot of the content that's going to set fire on tiktok for primark is actually from
32:55the creators rather than actually the brand itself they pay content creators to do that most modern of
33:02social set pieces the hall using simple self-shot clips that seem like they were filmed by a friend
33:08one of the great things that has come out of social media for primark is when influencers get
33:14their product and then tell every single person that they know about these products you can shop
33:20the stacy salomon kidswear collection in store now primark partners with around 300 influencers every
33:25single month across its markets john lewis also works with influencers but on a smaller scale i am so
33:33excited because primark opening their first ever home store it's far cheaper than traditional advertising
33:40and authentic seeming relatable advice is far easier to get direct into the streams of a generation who
33:47watch around two hours of tiktok a day i am doing a primark haul once an influencer like molly
33:53may does a haul on primark her followers are going to go and buy that product here we have all
33:58of the
33:58stuff the woman suggested that i got the non-paper bags because i had that much stuff in each bag
34:04it's great marketing for them because they're using their network to tell everybody to go and
34:09buy these products it's not a wonder that products sell out so quickly celebs speaking to camera just
34:15seems to grab attention and i feel like primark zippers are that cheap it would have been rude for me
34:20not
34:20to pick up a pair oh guys these were three pounds these were three pounds like what three pounds for
34:27these is that a joke when these younger consumers come into the stores that actually they might come
34:33for the one item they've seen in their tiktok feed but will end up picking up a whole host of
34:37other
34:38things in the store itself it makes john lewis's annual christmas ad however glossily produced feel a
34:45little old-fashioned not to mention expensive what took you so long you primark is you know very good
34:55at mastering the tiktok feed you know it turns up to the tiktok party but john lewis on the other
35:01hand
35:01kind of arrives when the dance floor is already clearing you know john lewis turns up wearing a tie
35:06it kind of feels slightly dated coming up in the next stage of the battle to sell it all
35:14primark add an unexpected new department to its offering yeah i did not expect primark to have a
35:19greg and john lewis bets on making you feel a million dollars to get you to buy more eye-wateringly
35:25expensive clothes it's not about me it's about you
35:36extending into homeware meant new kid on the chopping block primark became the high street's
35:41unlikely rival to john lewis primark has actually become the new department store the aisles are wider
35:50the ranges are broader the windows are more exciting the services are growing
35:57both john lewis and primark are battling over our clothing coin but fashion is falling out of fashion
36:04we spent three and a half percent less on it in 2024 than the year before as the cost of
36:11living crisis
36:11squeezed retail is moving faster than ever if you are not agile and you don't evolve you will die
36:19the pressure is stronger than ever for primark to keep their rivals at bay in the battle for fashion
36:26there was a long period of time when the john lewis customer wouldn't be seen dead in primark
36:31that's changed the gap between the style the perception the quality the perceived quality is
36:38narrowing which means that now more john lewis customers are creeping in the back door of primark and
36:43having a look john lewis pitched his tent on high quality and good service to make a dent in their
36:501.2 billion pound fashion sales primark's strategy is to aim at a different market the john lewis
36:57customer will be a mid to premium customer who wants to buy quality and value and wants something for
37:02longevity they will buy fast fashion items but not in the same way that the primark customer would
37:08they're looking for fast fashion and they're looking for throwaway fashion getting a bargain
37:14or you know being savvy with not spending too much but looking great is now something that people
37:20celebrate
37:23primark want to pile it high and sell it cheap the difference between us and the rest of the high
37:28street is that everything we buy is at scale and we utilize that economies of scale in addition to that
37:37our margins are low we don't work on the same margins as the rest of the high street
37:41so your profit margins are low very low so it's all about the volume but for every item the profits
37:47are not huge but obviously you multiply that up by a number of items it's a profitable business
37:55primark's operating profits are around 12 percent over 10 times john lewis's 0.9
38:04while john lewis wants customers to shop for life primark focuses on younger shoppers
38:09who want the latest fashions at the keenest possible cost
38:17have you tried on a lot of these jeans honestly i have tried on every single pair of jeans and
38:22it's
38:22probably one thing that i can say very comfortably to tailor a bigger cut of the fashion market
38:28primark have to pour over every detail to make sure the price is right how do you make this for
38:3516
38:35quid well actually originally i think when trudy came into the sign off who was 18 pounds and we
38:40felt 18 pounds is probably too pricey for our customer so trudy you went away yeah we look we
38:47looked at the whole garment with the design team and looked at how could we kind of re-engineer that
38:51to put that out at 16 to match the leg re-looked at the pockets they had flaps on them
38:56two pockets
38:57there was a lot more detail on the sleeve we're able to go back to our supply base renegotiate the
39:01price
39:01so for you this started out 18 quid and you thought no that's too high we want to knock two
39:06quid off that bring it down to 16 yeah and you made the tweaks accordingly totally by focusing on
39:12price so closely primark can ship more shirts than anyone else they're the uk's largest clothing
39:18retailer by volume john lewis couldn't compete john lewis can't afford to sell cheapest chips when you're
39:26making five thousand of the same item you can get incredible cost efficiencies it hasn't got the
39:32volumes to to be able to sell so cheaply john lewis's counter-attack was to build on what it knows
39:41best
39:41and go up market we've been here for 160 years you know this spot where i'm standing used to be
39:47our
39:48draper's store and we've always had fashion in our blood it is a competitive market i don't think
39:53that's a bad thing and it's not something that we are scared of all about making sure that we stay
39:59ahead um in those in those ways the critical thing for john lewis is to be differentiated
40:05not to do what everybody else is doing you stick with what you're great at
40:11rachel cassidy is a john lewis super fan and exactly the customer they want as they can get her to
40:17spend
40:17more every time i've shop in john lewis i feel like i'm at home it represents a certain
40:22amount of nostalgia for me it's a place that i used to come to when i was a child so
40:27to come
40:27here as an adult and still shop without my mum it's like a full circle moment i get a nice
40:32warm
40:32and fuzzy feeling when i come to john lewis she's prepared to shell out for the personal touch we're
40:37really close to the customer at john lewis so we spend a lot of time understanding them getting to know
40:42them personal shopping was introduced by john lewis in 2018 online shops were taking people off the
40:51high streets and people spent less on clothes as they spent more on gyms and exercise primark's
40:56low-cost alternatives meant they were selling seven percent of all the clothes in the uk
41:02john lewis had to fight back and personal shoppers were their weapon
41:07another thing that makes us really different is that personal relationship we develop with the customer
41:13so our personal styling service is available in every single store they know that they can trust
41:18us to put their wardrobe together it's all completely free as well you'll see that a lot
41:23of the pieces i've selected from awake mode and i believe that you like awake mode so we're here to
41:29cater to you it's not about me it's about you when it comes to fashion john lewis have a whole
41:34kind
41:34of range of difference they've got other people's brands some of which are quite upmarket they then have
41:39their own brand some which are kind of basic ish and then they've got this newish brand called the
41:44awake mode which is very much kind of exclusive you can only get it in john lewis and a few
41:50number of
41:50pieces and when it's sold it's sold it's kind of the whole you don't want to sell a dress that
41:56every
41:56single woman's going to be wearing to every single wedding out there primark often do sell the dress
42:03everyone's wearing to the wedding personal shoppers like beth can often lead to several hundred pounds in
42:09sales in the six months after they were introduced they generated 20 of all john lewis's women's wear
42:16sales john lewis are offering the consumer a memorable experience and to do that they need
42:22to think about the retail theater because the consumer is going to walk away thinking about
42:27every single aspect of that store and how it made them feel a personal shopper and primark just don't
42:34fit as well but to get a little bit of that premium primark called in a little glamour of its
42:39own
42:40oh my gosh i've seen this everywhere on social media i've seen so many girls wearing on tiktok
42:46for festivals and it's only 15 pounds primark started attaching huge names to their clothes
42:53like rita aura and disney a few years ago the fashion journalists used to laugh and just say
42:59primark's become prime money because it's copying the looks on the fashion runways but by introducing
43:04the big names like rita aura and disney into the brand primark has actually suddenly got the gloss
43:13and the fame of the brands it was once copying disney you've got lilo and stitch you've got marvel and
43:21star wars i want to go for disney and i bought t-shirt primark signed its first licensing agreement
43:29with disney in 2011 but went big in 2019 the year after john lewis introduced personal shoppers
43:36they even opened a disney cafe in birmingham instead of the designer sub shop seen in john lewis
43:43primark has disney and harry potter in store shops as well as tie-ins with friends and minecraft
43:49what disney and marvel allow primark to do is to tap into the popularity of these super brands
43:58and sell a wide range of products at affordable prices the challenge for the trademark owner for
44:05someone like disney is how much do you have to be selling to make it all worthwhile but the truth
44:10is
44:11they're obviously selling a lot in 2023 collabs like this helped uk sales rise
44:17to cut john lewis's cloth further they've created a whole new kind of department store
44:25if you're a department store and you're competing with online you've just got to every year you've
44:31got to give people another reason to keep on coming into the shop they've got to offer something new
44:36something different so what they need is footfall into their shops primark are investing their stores
44:42in the same way as john lewis are investing in theirs so a way of getting that buzz into their
44:47shop
44:48and what's more on brand than teaming up with another affordable retail chain on a winning streak
44:54i did not expect primark to have a gregg's at all i think this is great whilst you're shopping
44:59come and get a little sausage roll or a pasty it's great greg's has an in-store restaurant in
45:06primark birmingham with 130 seats other stores even have sausage roll shaped swings
45:13the joy of primark is you don't necessarily have to go in there and buy lots of product
45:19and you can spend a couple of hours there having fun you know going to the greg's cafe
45:23because the greg's cafe in a primark is more fun than a greg's on the high street
45:30there aren't many department stores left and the two biggest are constantly trying to get one over
45:35their rivals shoppers are no longer brand loyal they no longer that's my department store that's
45:41where we do our shopping whether you like budgets or bougie john lewis is fighting to stay relevant
45:47it definitely lost its way for a couple of years but i think john lewis have got their mojo back
45:52the way
45:53we shop has changed and these two last high street juggernauts will continue to slug it out and they
46:00are investing a lot in their shops so as the years go on i think we will see them more
46:06and more as rivals
46:07and it's going to be interesting to see who ends up on top
46:17ordinary folk take to the stage sing the songs that mean the most to them
46:21and share the heartfelt human stories behind each note your song starts sunday at nine a retired
46:28police officer revisits the scene of the crime the worst first date ever make it right fred a
46:34brand new series starts in an hour before that next new goggle box
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