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M&S and X Factor join forces

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By Gemma Taylor -

Marks & Spencer (M&S) is the new exclusive fashion partner for hit ITV show The X Factor 2011, it was announced on Friday.

The deal will see the retailer’s autumn/winter clothing collections made available to viewers via the show’s website once the programmes go live in October, using an M&S branded video player.

The partnership with Syco TV, FremantleMedia Enterprises (FME) and ITV, will also allow M&S customers to attend The X Factor live final weekend at London’s Wembley Arena - available as competition prizes on a number of multichannel platforms.

Detailing the reasons for the new relationship, Vice President of Brand Partnerships UK at FME Mark Rosenegk explained: “The ideas that M&S came to us with were really compelling and a great fit for The X Factor brand. They’re an ideal fashion partner and we’re looking forward to working with them over the next four months.”

It is hoped that the deal will consolidate clothing sales figures, following positive news last month that the retailer’s group sales had risen 3.2 per cent. Food was the best performing sector for the variety retailer in the 13 weeks to July 2nd 2011, with sales rising 3.3 per cent like-for-like compared to the same period last year.

Mark Brittain, Head of Commercial at Syco TV, welcomed the deal. He said: “It is very exciting to have such a strong brand like M&S joining forces with us to shine the spotlight on the new generation of The X Factor.

“With two such evolving and fresh brands the fashion partnership with M&S is ideal.”

Published on Monday 22 August by Editorial Assistant

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