Brands over time

John Lewis
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

25 of John Lewis's own blog posts, press releases and announcements, 2021 to 2023, measured sentence by sentence. How the writing has moved over the years, how it compares with 9 other fashion brands, and what it sounds like in its own words.

Pages measured
25
Years covered
2021–23
Archived before ChatGPT
0
Blog · press
22 · 3

25 pages only. The writing numbers on this page are context, not findings: there are no sector rankings or comparisons below 30 pages.

01 · Homepage

One capture a year

John Lewis's homepage from 2001 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026johnlewis.com29 Jun 2026
John Lewis homepage, 29 Jun 2026

Screenshot of John Lewis’s homepage (johnlewis.com) as archived by the Internet Archive on 29 Jun 2026. © John Lewis or its licensors. Shown for comparison and review; not endorsed by John Lewis.

Homepage

2026

“Popular right now”

Page title

John Lewis & Partners | Never Knowingly Undersold

Open on the Internet Archive
  1. 2010Here to help
  2. 2013Inspiration & Advice
  3. 2018More of what you love for less
  4. 2021Our top Summer Sale Offers
  5. 2023Up to 50% off selected products
  6. 2026Popular right now

25 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
4
8
12
Fashion avg 12.0
8.8
9.7
7.2
ChatGPT · Nov 2022
2015no pages
2016no pages
2017no pages
2018no pages
2019no pages
2020no pages
20211 pp
20226 pp
20231 pp
2024no pages
2025no pages
2026no pages
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
20218.81
20229.76
20237.21

Years with pages: 2021 (1), 2022 (6), 2023 (1). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Against its sector

John Lewis among fashion brands

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. John Lewis has fewer than 30, so it is placed for context but not ranked. Select a dot to open that brand.

Sentence length
John Lewis 9.9
9.913.1
Contractions
John Lewis 11.5
9.618.5
"You"
John Lewis 77%
20%77%
"We"
John Lewis 13%
13%79%
Questions
John Lewis 2.1
1.35.9
Long words
John Lewis 25%
23%32%
Em dashes
John Lewis 2.77
0.306.34
AI-associated words
John Lewis 1.76
0.893.07
Exclamations
John Lewis 0.14
0.143.88
Page length
John Lewis 953
6749,522

Pages measured: Next 4 · Marks & Spencer 15 · John Lewis 25 · ASOS 20 · boohoo 1 · Primark 33 · Superdry 74 · River Island 1 · New Look 1 · FatFace 47. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

04 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

2022 · Blog
“A superpowerful chip. A leap in battery life.◊Refer to legal disclaimers A superstar camera. All in a pocket-friendly 4.7-inch design made to last.”
Learn more about iPhone SE 2022
2022 · Blog
“More time to pay Representative Example (24.9% APR): If product price £1,000.00 and your loan period is 3 years at 24.9% APR Representative (fixed), you would pay 36 monthly repayments of £38.41, totalling £1,382.76. This includes £382.76 in interest.”
Samsung QLED TVs
2023 · Blog
“More time to pay Representative Example (24.9% APR): If product price £1,000.00 and your loan period is 3 years at 24.9% APR Representative (fixed), you would pay 36 monthly repayments of £38.41, totalling £1,382.76. This includes £382.76 in interest.”
Apple MacBooks
2023 · Blog
“More time to pay Representative Example (24.9% APR): If product price £1,000.00 and your loan period is 3 years at 24.9% APR Representative (fixed), you would pay 36 monthly repayments of £38.41, totalling £1,382.76. This includes £382.76 in interest.”
Apple MacBooks

05 · Every page

All 31 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 25 count towards the measures; the rest were not measured (1 pdf report (annual report, info pack), 1 under 150 words of text, 3 mostly short lines (lists, tables, link pages) rather than prose, 1 same text as an earlier page from this brand). Pages with no reliable date count in the overall numbers but in no year.

20231 page
20226 pages
20211 page
In the overall numbers, no year17 pages
Not measured6 pages
  • JLP plc2025 · info_pack · 57,509 wordsPDF report (annual report, info pack): listed, but kept out of every measure
  • Bloomingville MINIundated · announcement · 144 wordsUnder 150 words of text: too short to measure
  • John Lewis & Partnersundated · blog · 529 wordsMostly short lines (lists, tables, link pages) rather than prose
  • Brandsundated · blog · 3,506 wordsMostly short lines (lists, tables, link pages) rather than prose
  • Journalsundated · blog · 1,376 wordsMostly short lines (lists, tables, link pages) rather than prose
  • John Lewis & Partnersundated · blog · 529 wordsSame text as an earlier page from this brand: only the earliest copy is measured

06 · Method

How this was measured

The pages

John Lewis's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.