So much style, it needs its own page

By Mitch Hughes, Director of Menswear at M&S

Men’s style is evolving and so are we. Menswear at M&S is entering an exciting new era by engaging a new generation of customers and strengthening our authority as a leader in men’s fashion.

We talk about protecting the magic while modernising the rest. That means staying true to what makes M&S  - exceptional quality, innovation and trusted value while doubling down on how we broaden appeal and attract new customers. For us, that means meeting this audience where they are most engaged: on social media.

Our research shows just how important this has become. Social media is now the number one influence on men aged 18–34 when buying clothing and footwear, and the fourth biggest influence for men aged 35–54. Over 60% prefer to browse and shop online, looking for outfit inspiration, style advice, and new ways to express themselves through fashion.

Cue M&S Man: our first channel that dedicated exclusively to men’s style – highlighting why Menswear at M&S is more relevant than ever.  

Broadening appeal  

This isn’t just about highlighting collections. We want to help men look good and feel good. We want to spark conversations around fashion and lifestyle trends and inspire our customers with styling tips, ways to wear, behind-the-scenes content, and voices from across the world of style.  

We’ll also be ramping up our ambassador programme, from existing friends of the brand to some exciting new faces - from celebrities to style influencers (watch this space).

For M&S, this is another step in how we are connecting with our customers and reaching new ones too: showing up where they are and speaking their language to establish M&S Menswear as the go-to destination for modern style.  

The Autograph effect

I couldn’t write about the evolution of Menswear without also touching upon Autograph – the sub-brand that is so instrumental in our transformation. With its contemporary design, premium fabrics, and versatile pieces, it has become an entry point to M&S for a new generation of style seekers - lowering the average age of our menswear shopper and winning new fans too. In just three years, we’ve grown the Autograph business by 400% and the brand now represents almost a quarter of total Menswear sales.  

It’s also proof that M&S isn’t just about quality basics, but a destination for refined, fashion-forward style. Customers of all ages are choosing Autograph because it bridges the gap between timeless and trend led.

Autograph will be a key focus for us over on M&S Man - showing how pieces fit seamlessly into modern men’s lifestyles, whether it is elevating workwear, dressing down at weekends or building a capsule wardrobe.

This just the start of the journey. I can’t wait to see how our community of customers shapes what comes next.

Follow @marksandspencerman on Instagram here.

ENDS