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Menswear market leader M&S has today launched its first ever standalone casualwear campaign, focusing on outerwear and knitwear. 

The ‘Slimmer, Sharper, More Stylish’ campaign aims to highlight the ‘new and improved fit’ that has landed across M&S Menswear ranges this Autumn/Winter – with a substantial amount of new product. 

It is the first menswear print campaign in over a year and will feature as press ads in eight national papers, as well as out of home billboards across the UK including roadside & rail stations and social media activity.

The new look imagery should reach around half of all M&S target menswear audience, with people seeing it on average three times during the campaign, which runs from 29th October – 7th November.

This season, customers should really start to notice a difference in ranges. Product has now been slimmed down across all categories reflecting that men now spend more time taking care of themselves and M&S’s focus on the busy family aged customer. 

The focus on casualwear comes as M&S has been clear that the shifting menswear market means it needs to adapt its product offer, as men now dress less formally with workplaces (including M&S) becoming more casual with fewer suits and ties. In response, for this Autumn/Winter M&S has increased its number of leisurewear lines by 12% and knitwear by 4%, with a 14% reduction in Suits and Formalwear. 

Imagery for the campaign features M&S model Oliver Cheshire alongside two other male models.

It follows experiential Menswear marketing activity throughout September with ‘Mike & Tom’s’ – a Soho pop up shop and website page which saw 20,000 visits (read more here) and aimed to engage colleagues and customers about the product changes that have been brought in by Menswear Director Wes Taylor and his team.

Wes Taylor, Menswear Director at Marks & Spencer: “M&S Menswear is changing – as a team we’re focused on restoring style, fit and value for our customers as we adapt to the changing way men want to dress today. 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.  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 as slimmer, sharper and more stylish.”