Department store John Lewis is to adopt a Union Flag as a logo for its latest drive to encourage customers buy British goods.
The store wants to feature the products sold, and materials used, that are sourced from the United Kingdom. This initiative is being launched to capitalise on the anticipated rise in nationalism in the months leading to the Olympic Games, and also to show that the company is supporting the local economy.
All products for sale in the store, and made in the United Kingdom will have an image of the red, white and blue flag.
Christine Kasoulis, head of brand development at John Lewis said:
“The reason for doing this now is that there’s a feeling that businesses should be doing more to support UK manufacturing.”
The British flag will be seen on 90% of the company’s own-label products in addition to being seen on around 130 products for sale in John Lewis stores which are made by British manufacturers.
To add further kudos to the company, John Lewis has been made the official department store partner of the 2012 Olympics. Its stores at London’s Oxford Street and the new store at Westfield shopping centre at Stratford will feature dedicated London 2012 departments.