Our secret weapon in Clothing & Home – Our M&S Insiders

Anna Braithwaite

At M&S, our products are – and have always been - at the heart of everything we do.

Whether its Womenswear and Menswear, Kidswear or Home & Beauty – we’re laser focused on delivering an unbeatable mix of style, quality and value, with our products available when and how our customers want them, to ensure we’re more relevant, to more people, more of the time.

Key to being relevant, is the work we’re doing in our marketing to not only engage our existing customers, but also attract new customers to shop at M&S - particularly the more fashion-led customer.

We’ve long been known for our innovation, whether this is in our Plan A sustainability strategy or our products themselves – and the same goes for our marketing strategy.

Like our M&S Insiders Programme, a network of colleagues from across the UK who post about M&S products and bring to life for our customers. Today, we have 19 Insiders across the UK based in our stores or our Support Centre and spanning across every aspect of Clothing & Home. Together, they now have a combined following of over 300,000 – and growing – helping us stand out in a crowded market.

Our culture is focused on being closer to colleagues and closer to customers and every single one of our 64,000 colleague has a role to play in transforming M&S. Our colleagues are special, they bring extraordinary passion and know our products better than anyone else – that’s what makes them trusted. In fact, we find that with an M&S Insider post, customer sentiment is on average 10% higher and 30% more customers choose to shop through to M&S.com in comparison to a conventional influencer post.

We’ve welcomed over 1.4 million new customers to M&S.com last year, with our Insiders driving 21 million impressions across our social channels.

But, really, we’re just getting started. There is lots to do and lots of opportunity ahead. Watch this space for more Insiders coming in 2025!

Check out what they have been up to this year here.