Is it cool to wear M&S clothes now?
By Annabel Rackham, Culture Reporter, BBC
"I'm the first person to be like, 'It's from M&S, you need to get on to it'," shares Farron Clark, a 26-year-old brand strategist. She believes that wearing Marks and Spencer (M&S) clothes is now cool, particularly among women under 35.
According to Clark and social media trends, M&S is experiencing a resurgence in popularity, appealing to a younger demographic while still catering to its core, older audience. Chioma Nnadi, Head of Editorial Content at British Vogue, attributes this shift to the brand's "fresh energy".
M&S has marked its entry into the fashion scene with its inaugural London Fashion Week show on Friday, showcasing a collection inspired by the brand's archive. The event aimed to bridge the gap between seeing and owning garments, offering immediate gratification.
M&S' Strategic Shift
Lisa Illis, Head of Womenswear Design at M&S, explains the decision to host the show: "We wanted to do something different, as there's a desire for immediacy... being able to see it and own it."
The runway presentation featured 43 womenswear and 10 menswear looks, showcasing cold-weather garments like faux fur jackets and satin party pieces. The diverse array of models represented various ages, sizes, and genders, emphasizing the brand's inclusivity.
Attracting Younger Shoppers
M&S has been incorporating "newer styles and relevant trends" (Illis) to appeal to younger customers without compromising quality. This strategy resonates with Clark, who observes M&S nailing trendy pieces like funnel necks and barrel jeans.
Nnadi adds that the brand's revival aligns with changing consumer habits, as younger shoppers embrace capsule wardrobes, favoring staple items that can be styled in multiple ways.
Perrie Sian, a prominent British fashion influencer, notes a shift away from fast fashion's "wear-it-once mentality". Instead, consumers are opting for versatile, long-lasting pieces, which M&S seems to understand and cater to effectively.