by John Lyttle, Managing Director, Fashion, Home & Beauty

At M&S, Trusted Value isn’t a slogan or a short-term focus. It has been part of our DNA from the very beginning: products that are made well, made to last, sourced with care, at a great price.  

YouGov data shows M&S leads the UK market on style and both quality and value perceptions – and we’ve tracked those metrics consistently since 2018. Over that time, our value-quality perception scores have moved steadily upwards. A clear sign customers feel we’re getting the balance right: quality they trust, at the right price.  

This year we’re sharpening that promise further.  

At the start of the New Year, we launched our Value You Can Trust campaign – highlighting some of our best value products and showcasing what we’ve always stood for - that Value isn’t just about price. It’s also about how something is made - the fabric, the fit, the shape - and the trust customers place in us to get all of that right.  

Trusted Value in action

This approach runs consistently across every category. My favourite examples include:

• In Womenswear, our £30 Barrel Jeans, available in seven colourways and four leg-lengths, have earned more than 300 five-star reviews. In Menswear, our £30 men’s supersoft jumpers with wool offer comfort and quality at an accessible price.
• Across Kidswear, we lowered the prices on more than 100 everyday essentials last year. From cotton-rich joggers, hoodies and sweatshirts starting from £5, while maintaining the standards families expect. And with our one-year guarantee on all kids’ clothing, we’re reinforcing that lower prices never mean compromising on quality.
• In nightwear, our pure cotton sleepwear essentials start from £12, combining thoughtful detailing with modern shapes at a great price. In lingerie, our much-loved £10 Jasmine Lace Bra is now available in even more colours and fits - ensuring great value across every taste and life stage, from first bras to maternity and post-surgery options.
• And in Home, our Luxury Egyptian Cotton Towels from £3.50, offering premium quality and everyday prices.

These are just a few examples that showcase our commitment to offering a great price on the products that matter most while holding firm on the quality customers expect.  

Not resting on our laurels

Trusted value isn’t something we declare. It’s something our customers tell us we’ve earned. And we’re only as good as they say we are. That’s why our approach to Trusted Value runs through every part of our business, from design to sourcing, from fit to product testing. Three principles we’re all taking into 2026 will underpin how we get it right for our customers at every stage of our process:

1. A relentless focus on quality and responsible sourcing

Customers instantly know when something is well made and they should feel that confidence every time they shop with us. That’s why we will continue to invest in better fabrics, improved fits and rigorous testing across our ranges. Quality isn’t only about how something looks and feels; it’s about how it is sourced too. 100% of the cotton in our clothing comes from more responsible sources, and we’re on track for 100% polyester from verified recycled sources by the end of this year (currently 91%). We’re also working toward our Plan A ambition to convert all raw materials in our Fashion & Home portfolio to more sustainable alternatives by 2030.  

2. Clear and consistent value communication  

A simple, honest approach to value communication means customers know exactly what they’re getting for the price – no jargon, no tricksy pricing, just clarity.  

3. Supporting customers through cost conscious times

We know households are having to make considered spending choices. By offering great prices on products that matter most, we’re supporting customers where it really counts.  

Trusted Value lives long after a campaign ends. It’s a long-term commitment at the heart of our transformation - shaping how we design, source and price our products, and how we communicate with our customers.  

As we look ahead, our focus is simple: Create products people love. Price them fairly. Deliver quality customers can feel - and trust.