Marks & Spencer (M&S) has announced a change to its marketing strategy today and is set to roll out its first ever menswear-only television advert later this week.
A whole new spring campaign, also featuring women’s fashion, will include adverts on TV, online, in press and outdoors, all of which will incorporate the new ‘Only at Your M&S’ branding.
M&S’s latest marketing drive will highlight the retailer’s innovative fashion products, boasting features such as Stormwear technology, which repels water and prevents it from penetrating clothing.
Former footballer Jamie Redknapp is the face of the menswear ads, while radio DJ Lisa Snowdon will promote M&S’s new Autograph Insolia heels.
Reflecting other recent seasonal M&S’s marketing schemes, the three-part campaign will kick off with a showpiece TV ad starring a number of its celebrity models such as Dannii Minogue and VV Brown.
ITV1 viewers will be able to watch the 50-second ad for the first time during tomorrow’s Coronation Street break.
Steven Sharp, Executive Director of Marketing at M&S, said: “We are extremely excited to be showcasing our fashion innovations for the first time on TV.
“These products are unique to M&S and really encapsulate the meaning of the line ‘Only at Your M&S’.”
Fashion sales at M&S have been strong in recent months, rising 4.7 per cent year-on-year in the 13 weeks to January 1st.
Additionally Kantar Worldpanel data for the 12 weeks to November 1st indicated that the retailer’s UK fashion market share had grown considerably to 11.8 per cent.