Marks and Spencer is launching a new ‘stand-alone’ casual menswear campaign, focused on improved fit, in a bid to keep up with the demands of the market.
This campaign is planned to run from 29th October, and will print advertisements across eight national newspapers, billboards and of course, social media platforms. The aim of this campaign is to reach half of M&S targets menswear audience, with hopefully shoppers to see imagery at least three times throughout the campaigns duration. This could be a welcome campaign for those who are planning to purchase some essentials, or are looking for a change of style this autumn. However, the main motivation for M&S’s short campaign, is their admittance to failing to keep up with the pace of the markets demands.
“We know the fits we offered were out of sync with the market, so we’ve done a lot of work on our product and making it easier for men to shop with us, with fewer, better choices,” explains M&S menswear director, Wes Taylor.
“But we have to tell our customers about these changes and this campaign shouts about our new and improved fit on our hero autumn/winter categories of knitwear and outerwear. This season, we have a substantial amount of new product for customers to really notice a change in our products.”
This campaign could be the beginning of a range of campaigns, not just aimed at men, but also women and children’s clothing. M&S recognise that the modern audience is dressing less-formally and M&S has increased the number of leisurewear and knitwear lines it will be selling for autumn/winter by 12% and 4%, respectively, but cut its suits and formalwear offering by 14%.