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Fans of Evelyn Waugh would probably have looked fondly at the John Lewis menswear department in days gone by.
The Panama hats were in place and the tweed jackets were waiting to be tried on. And to an extent, nothing has changed if you visit the Oxford Street flagship. But while there are still tweed jackets and Panama hats, these are part of a highly contemporary offer.
Accessible gentility might be one way to describe what this offer is about, and it's working. In days gone by, John Lewis might not have been on the list of destinations for discerning male wardrobe builders.
But things appear to have changed.THE BASICS
Address Rear ground floor of the Oxford Street department store, London W1A
Refurbishment completed April 2012
Brands Mainstream midmarket and own label01 - VISUAL MERCHANDISINGJohn Lewis, Oxford Street
There are parts of this large space, at the rear of the ground floor, that would fit readily into Waugh's novel Scoop, with vintage desks, packing trunks and leather armchairs used as visual merchandising props. These are, however, just...