Clothing & Home
Restoring our reputation for style and value
We’re setting out to build a confident Clothing & Home business which offers modern and stylish products of great quality and value to customers. To do this, we’re reducing our range and option counts, backing our bestsellers in key categories, and modernising our end-to-end supply chain. Our ambition is to build to one-third of sales online by 2022.
We’re building a stronger Clothing & Home business by:
Making the big, bigger
Our own product - which combines contemporary design and sustainable sourcing - is our competitive advantage. Over the last three years, we have reshaped our ranges by reducing option counts and by Autumn 2021, total options are expected to be around 25% lower than 2018. At the same time, we’re focusing on relevancy by responding to consumer trends and increasing the depth of our buy on the core lines we know customers love, including denim and our Goodmove activewear range.
Becoming more relevant, more often
We added a curated range of guest brands to M&S.com last year, offering our customers more reasons to browse our platform and purchase from us more frequently. Guest brands at M&S now include Nobody’s Child, Sosandar, Hobbs and Seasalt Cornwall in womenswear and Jack & Jones and Selected Homme in menswear. Kidswear brands have also been added to the platform this summer, including Clarks, Hype and Smiggle.
Guest brands have been selected to complement our own ranges and in-house brands. As part of our brand strategy, we bought heritage brand Jaeger in January this year and will launch the first capsule collection from the reimagined brand in Autumn/Winter 2021.
Maximising the omnichannel opportunity
Digital, data and online teams have been brought together under our new MS2 model, which launched in November 2020 and shifts our focus to prioritising online first. Our priority is to create a best-in-class digital offer and so we’ve increased investment in optimising M&S.com for mobile and growing the M&S app. We’ve also launched new services, including live video consultations with our instore experts across beauty and furniture.
Strengthening our distribution networks
Investment has continued to grow capacity at our distribution centre, Castle Donington. We’ve permanently increased the number of colleagues working at Castle Donington since last summer and also permanently expanded our Bradford distribution centre to support online demand.