MAKING THE BIG, BIGGER: BRITAIN’S BEST LOVED DENIM RETAILER ENCOURAGES CUSTOMERS TO START A #DENIMLOVEAFFAIR
- M&S, THE UK’S LEADING CLOTHING RETAILER, SELLS 15 PAIRS OF JEANS EVERY MINUTE SERVING EVERY MEMBER OF THE FAMILY THE VERY BEST DENIM ON THE HIGH STREET
- M&S DENIM SALES UP DOUBLE DIGITS THIS YEAR
- THE TEAM HAS DOUBLED THE BUY ON ITS POPULAR JEANS FOR ITS NEW CAMPAIGN WHICH INCLUDES FIRST EVER DENIM TV AD TO PROMOTE THE STYLE, FIT AND VALUE OF M&S DENIM
Today clothing market leader M&S has launched its first ever TV advertisement campaign for its biggest product category – denim. This bold campaign is part of the retailer’s strategy to make the big, bigger giving crucial focus to growing its killer categories including knitwear, sleepwear and denim. M&S Denim is a multi-million-pound operation serving 1 in 10 denim shoppers in the UK and growing it is central to M&S’s transformation.
The changes to M&S’s successful denim business to drive growth from a point of market leadership have been led by Womenswear & Kidswear Director Jill Stanton and Menswear Director Wes Taylor. Over the past year their teams have re-energised the denim business in a number of ways including introducing new modern fits – such as the ‘Harper’ – a cigarette cut jean and brand-new products such as M&S’s most sustainable jeans to date. These £29.50 women’s jeans feature polyester that is 100% made from recycled plastic bottles and cotton that is 100% responsibly sourced (which is used in all M&S jeans).
As part of its Spring denim campaign M&S will launch its “Magic Jeans” in womenswear – high waisted skinnys that feature flattering tummy technology, bi-stretch denim for superior comfort and a gap-proof waist band. They’ll be one of several pairs of jeans highlighted by the campaign which will put a strong focus on the most popular cut – skinny jeans. In womenswear the £19.50 “Ivy” skinny jean which launched last year has become a bestseller for the retailer - nearly 300,000 pairs were purchased over the Christmas period (October – December). In Menswear the focal point of the campaign will be the new “Vintage” £29.50 range available in a variety of washes and three fits – straight, slim and skinny (skinny jeans continue to grow in popularity amongst men with sales +150% v LY).
Reshaping the buy
Behind these product changes, M&S has put in place a number of operational improvements to deliver better availability so customers can be confident they can get the style they want in the size they want. The team has reshaped the buy to ensure a more even spread across the most popular sizes and bought in greater depth to ensure product has strong availability in the key campaign period. These crucial operational changes have already led to increased sales – with denim womenswear sales up +10% v LY overall and following progress since the summer sales were +30% v LY over the Christmas period.
Highlighting style, fit and value through marketing
This is the third marketing campaign for M&S Denim in less than a year but with double the marketing investment and double the buy, it is designed to spotlight the progress and strength of M&S’s denim business focusing on style, fit and value. Whilst currently the retailer sells 15 pairs of jeans every minute and is the market leader for womenswear denim it ranks just 4th out of the top 21 retailers when consumers are asked to name a brand for denim. M&S aims to be first building on the popularity of its denim and the scale of its business. The unmissable campaign will use all major customer channels including TV advertisement, billboards, print advertisements and social media. 97% of M&S’s target customers will see the campaign on average 13 times helping make M&S top of mind as a destination for denim across womenswear, menswear and kidswear.
Jill Stanton, M&S’s Womenswear & Kidswear Director said, “Denim is a staple in all of our wardrobes and we know if we get the product right it hits a sweet spot – as perfectly fitting jeans are worn and loved by people of all ages. Our denim business is going from strength to strength and this campaign is a celebration of that – we know if we can get more customers trying on our jeans they will fall in love with our style, fit and value. This is about more stylish product, in bigger volume at better value – with sales up double digits we’re proud to be making the big even bigger.”
Customer response to the changes in denim has been strong with 300,000 new customers shopping M&S’s womenswear denim offer over the Christmas period and the number of transactions, including two or more pairs of jeans, rising from 15% to 19%.
M&S will continue to focus on denim as part of its efforts to appeal to busy families.
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Notes to Editors:
About M&S Clothing & Home
- M&S is a leading retailer with a strong and unique heritage of brand values, and extraordinary colleagues and customers who want to see it succeed again. It operates as a family of accountable businesses including Food and Clothing.
- M&S Clothing is the market leader of the £35bn U.K. clothing market with leading positions in key categories including lingerie, schoolwear, knitwear and denim.
- M&S is changing to restore its style and value credentials across its product ranges and make shopping with M&S more convenient for busy families. This means far-reaching change in how the team plans, designs, buys, moves and sells product.
- M&S’s focus is product that’s relevant to busy family customers – including its new athleisure range Goodmove. It also continues to refresh product ranges to ensure their relevance – such as the newly relaunched per una.
- The business retains its focus on quality making clothes that customers can wear for years to come and confidently give a second life. M&S’s commitment is to send no clothes to landfill, ensuring unsold stock is redistributed to charity partners and helping customers to Shwop. M&S aims to only use responsibly sourced raw materials and ethical trading is a clear condition of being an M&S supplier.
- M&S operates 258 U.K. Clothing stores and 31 outlets. It’s Food estate of over 1,000 stores also offers Click & Collect of Clothing products from M&S.com.
- M&S’s website is one of the fastest in the industry with the retailer aiming to have one third of Clothing sales made online by 2022. Last year it launched Clearpay – a new instalment payment service.
- The Clothing & Home business is run by world-class talent with exciting new joiners to come, including Richard Price who will head up the function.