- Highest ever style ranking among Womenswear shoppers
- #1 for Quality and Value maintained
M&S today launches its Autumn/Winter 2025 collections, underpinned by new best-ever style perception scores as it continues to strengthen its position as a destination for fashion.
Raising the bar on style perceptions
The latest YouGov* data shows style perception scores have increased year-on-year across Womenswear, Menswear, Lingerie and Kidswear, with Womenswear achieving its highest-ever style ranking with UK shoppers aged 18-34 and 35-54**, as it continues to broaden appeal and attract younger fashion lovers.
Driving style through newness and modern fits
M&S will continue to supercharge newness throughout the season, with an average of 475 Womenswear options every month under its ‘first bite’ strategy and a +200% seasonal increase in newness across Menswear.
- Dresses: Growth across the full spectrum from every day through to occasion, alongside a third consecutive year of Christmas partywear investment [now #2 in the market].
- Outerwear: Statement silhouettes including cape coats, bombers and reworked heritage checks.
- Menswear campaign hero lines: Increased depth of buy to grow share among the 35–55 customer and expanded online range by 10%.
Driving value in menswear
M&S continues to lead the market on value, with Menswear seeing particularly strong year-on-year gains in value perception.
Backing heartland categories
The retailer has sharpened its price architecture while continuing to raise the bar on quality, fit and finish across its market-leading categories.
- Women’s Denim [18.2% market share]: Strengthened £30-and-under offer, with depth of buy behind best-selling barrel-leg jeans (medium indigo made up 33% of summer sales).
- Women’s Knitwear [13.9% market share]: Continued investment in core lines such as the £20 Air Crew and Cashmillon, alongside great-value newness like the £26 Hairy Crew.
- More than 10 million pieces sold in FY25 - the equivalent of one in three women in the UK owning an M&S jumper.
- Menswear: Opening price points sharpened, alongside competitive pricing on premium leather, suede and expansion of Selvedge denim range at market-leading price points (from £70).
- Lingerie: Strengthening category leadership through design-led innovation and clear- segmentation across sub-brands – Boutique, Autograph, M&S Collection and Rosie which includes, for the first time, Rosie LaceWear. £10 Lace Trim Bra worth £11 million a year, expanding into more colourways in response to demand.
- Kidswear: Reduced prices by up to 40% vs LY across kids’ daywear range as part of first price, right price strategy. Including joggers (£9 in December 2024 vs £5 now).
Driving quality with natural fabrics and innovation
Fabric innovation remains central to M&S’s approach to quality.
- Lightweight jackets: Designed with weather-responsive fabrics and clever layering solutions for the UK climate.
- Performance outerwear: Menswear puffers with updated shaping and quilting, plus synthetic-filled jackets featuring Thermowarmth technology and three levels of Stormwear water resistance.
- Premium fabrications: Investment in velvet, lace, satin and +50% more embellishment year-on-year in Womenswear, alongside the expansion of Italian and Japanese Selvedge denim in Menswear.
- Autograph: The cornerstone of Menswear at M&S that’s synonymous with premium fabrics and craftsmanship. In three years, the Autograph Menswear business has more than quadrupled in value and how represents almost 25% of total menswear sales. This AW, launch of Autograph Atelier, a capsule collection using premium British and Italian fabrics.
- Responsible sourcing: Across womenswear, the use of recycled or Responsible Wool Standard (RWS) has increased by one third year-on-year.
Expanding categories with headroom to grow
- Footwear [4.9% WW, 2.7% MW]: Growth in long boots and next-generation loafers in Womenswear, plus more leather and suede options in Menswear following the success of the Autograph leather trainer (26k pairs sold last year).
- Kids’ Daywear [6.6%]: Accelerating growth by combining trusted value with design-led innovation and collaborations to drive style perceptions.
- Men’s outerwear [6.6%]: Strategic focus on versatility, fabrication and innovation, including new fabric technologies like 360 Flex and tech wool – a hybrid knit for unrestricted movement.
- Sleepwear [15.6%] & Hosiery [14.8%]: Targeting share growth by elevating design, investing in innovation, and broadening choice. Hosiery is being repositioned as a style statement, with fashion-led lace, leopard and embellished tights alongside seasonal socks. In sleepwear, focusing on more elevated and versatile options, from Autograph’s refined Supima cotton and satin separates to Rosie’s draped satin lounge pieces that blur the line between nightwear and occasionwear.
M&S also maintained its lead on quality perception across all categories and age groups.
ENDS
*YouGov perceptions by BU data, July 2025
Leadership commentary:
John Lyttle, Managing Director – Fashion, Home & Beauty, said: "These results show the progress we’re making against our Fashion, Home & Beauty strategy and becoming more relevant, more often for our customers. Achieving our best-ever style scores in womenswear and value perception scores in menswear is a sign that the investments we’ve made in product, quality, value and innovation are paying off but there’s lots more to do and so much opportunity ahead of us.
“We’re building on this momentum this Autum by offering customers more newness, more choice and more inspiration across every category – from our heartland categories like denim and knitwear, to growth categories such as footwear and sleepwear.”
Maddy Evans, Womenswear Director, said: “We’re pleased to see Womenswear achieve its highest-ever style rankings, particularly with the 35–54 customer - a clear sign our focus is landing, and our ranges are resonating with more people, more often.
“But it’s important that we keep up the momentum so this season we’re supercharging newness across the board: from dresses and partywear through to denim, knitwear and outerwear. We’re investing in fabrics, silhouettes and trend-led pieces our customers want; while still delivering the value they trust us for.”
Mitch Hughes, Director of Menswear, said: "We’re laser-focused on being the go-to brand for men with sharp, relevant and reliable product. Over the past year, we’ve strengthened our value proposition by delivering on price and quality – because value at M&S isn’t just about price, it’s about clothing that’s well made and made to last.
“We’ve sharpened opening price points on everyday essentials while raising the bar on fabrics, fit & finish, and innovations. Deeper buys on hero lines, expanded options in premium materials such as leather, suede, and Selvedge denim ensure we offer style and quality that customers can rely on, at a price they trust. For AW25, we’re being bolder than ever with more newness and trend-led lines, making this our most confident Menswear collection yet."
2025 Fashion, Home & Beauty