# Sexing Up Store Image John Lewis Brand Boosting Swimwear By Going Like Sixty | Published 2008-01-21 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/john-lewis-swimwear-sex References: [johnlewis](http://www.johnlewis.com/Fashion/+Womenswear/Swimwear/John+Lewis/6448/ProductType.aspx) John Lewis has department stores all over the U.K. To say that they have been conservative might be an understatement. A spokesperson says they needed to "sex up" its brand image. And using model Florence Burdenell-Bruce in the shoot for this this [swim wear collection](https://www.trendhunter.com/trends/fioretta) was their answer to helping the department store's image. Pretty tame, no? **Implications** - Although it's been tried, tested and somewhat proven that [sex sells](https://www.trendhunter.com/trends/mwcurated), it is important for brands to understand and implement the right amount of [sex appeal](https://www.trendhunter.com/trends/o-positiv-health) to bring to their image. By adding the right dosage, companies are able to create the pull they desire without the backlash of concerned conservative bystanders. ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 64% | Activity: 25% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What Makes This Trend Stand Out - **Branding Reinvention:** Opportunity to revamp a brand image by incorporating sex appeal in a strategic and tasteful manner. - **Sensual Marketing:** Utilizing sex appeal as a marketing tool to attract customers while avoiding negative reactions. - **Conservative Reinvention:** Exploring ways for conservative brands to update their image and appeal to a wider audience through subtle use of sex appeal. ### Sectors Adopting This - **Fashion Retail:** Incorporating sex appeal into fashion retail strategies to attract more customers and rejuvenate brand image. - **Advertising:** Opportunity for advertisers to create impactful campaigns by striking a balance between classy sex appeal and conservative values. - **Marketing Consulting:** Offering guidance to conservative brands on how to incorporate sex appeal into their marketing strategies without compromising their core values. ## Related on Trend Hunter - [Confident Fashion Rebranding Campaigns](https://www.trendhunter.com/trends/people-will-talk.md) - [Naughty Holiday Campaigns](https://www.trendhunter.com/trends/diesels-xxxmas.md) - [Luxury Swim Collections](https://www.trendhunter.com/trends/swimwear-redefined.md) - [Unapologetic Lingerie Campaigns](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty.md) - [Cheeky Swimmer Spirit Campaigns](https://www.trendhunter.com/trends/tom-daley-and-malibu.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Print-Focused Swim Lines](https://www.trendhunter.com/trends/fioretta.md) - [AI-Generated Swimsuit Campaigns](https://www.trendhunter.com/trends/undiz.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md)