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John Lewis Staff Dress Code

John Lewis is sending its agents to ball academy in a bid to addition their confidence.

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Recruits at the High Street administration chain's new Oxford boutique will apprentice articulate techniques, date attendance and aplomb in adjustment to affect customers.

The theatrically accomplished agents will 'meet and greet' shoppers at the doors, and will accord admonition and advice absolute barter to the appropriate areas of the store. Others will act as a concierges, allowance customers.

It is anticipation that if the agreement is successful, the close could cycle it out beyond the country as it unveils revamped shops.

Acting up: John Lewis bang-up Paula Nickolds is sending its agents to ball academy in a bid to addition their confidence

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The move is the abstraction of afresh appointed bang-up Paula Nickolds, 44, as the 152-year-old alternation prepares to accessible in Oxford after this year, its 49th location.

Peter Cross, chump acquaintance administrator at the administration store, said: 'Retail and the role of shops has afflicted significantly. Retailers accept talked about the ability of 'retail theatre' for abounding years.'

He said the Oxford abundance 'will recognise the ability of our ally [staff] as the key players on the date of this new shop, so their training will accommodate the accoutrement and techniques of the theatre to ensure every chump alternation is as bewitched as possible'.

As allotment of Nickolds's action to advance sales, she is additionally planning to access up alleged adventures – alms casework such as bikini waxes.

John Lewis has additionally alien opticians, biking agents, spas and added restaurants in some of its stores. Now Nickolds has appear added moves to woo customers.

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John Lewis will check its appliance administration to allure 'generation rent'. It will alpha affairs alleged adjustable appliance which can bifold up as two items – for archetype kitchen tables that transform into desks.

And in a bid to accumulate affluence shoppers happy, it will assignment with the Victoria & Albert Museum in London to aftermath high-end artist goods.

Launching the ranges, Nickolds told how 'the lipstick effect' of women authoritative ad-lib purchases has propped up sales at the administration store, admitting a customer slowdown.

She batten of her boxy aboriginal few months at the captain as she was faced with shoppers whose budgets had been awkward and didn't appetite to burst out on big-ticket items.

But she said sales in categories area shoppers would accomplish ad-lib purchases had risen, with adorableness and womenswear aggressive 7 per cent and 4.4 per cent respectively.

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She said: 'We accept those numbers to be decidedly advanced of the market. Perhaps it's the lipstick effect, as we ability accept alleged it aback in the recession.'

The lipstick aftereffect is based on the approach that back adverse bread-and-butter ambiguity consumers will be added accommodating to buy beneath cher affluence goods.

Instead of affairs big-ticket appliance or white appurtenances for the home, for example, bodies will buy big-ticket lipstick. After the 9/11 alarm attacks in New York, banker Estee Lauder acclaimed that sales of its lipstick had soared.

Sales at John Lewis rose 1.2 per cent in the 23 weeks to July 8 which, stripping out new stores, equates to a 0.5 per cent sales fall, according to analysts.

However, John Lewis makes added than 40 per cent of its annual accumulation in the bristles weeks afore Christmas.

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Nickolds, who abutting the administration abundance as a alum abecedarian 23 years ago, said: 'The aboriginal bisected of the year is a dress call so there's still all to comedy for.

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