- How do we connect a traditional brand with the modern consumer? Research shows that the main reason busy city workers are not engaging with John Lewis is because the majority of them are renting and can't afford to spend a lot of money on furniture; especially if their home is only temporary. We subscribe for our entertainment, pay monthly for our mobile phones and lease our cars. So why don’t we apply this same buying technique to furniture? This was a D&AD New Blood Graphite Pencil Winner in 2017.
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D&AD New Blood Graphite Pencil WinnerD&ADHouse prices are rising and this is causing young people to rent. Almost 60% of 20 - 39 year olds will rent by 2025. Many of these people will be living on a budget and may not be able to afford high quality furniture. Re:nt by John Lewis is a new range of furniture that can be rented on a monthly contract. Choose how much you want to pay each month and it will correlate to a contract length. Time-short urbanites don't have time to visit stores so the online experience has been reimagined to make it more engaging. See more: https://www.dandad.org/awards/new-blood/2017/john-lewis/3045/rent-by-john-lewis/