M&S seeks to refresh clothing arm with first-ever denim TV ad

M&S TV advertisement Jill Stanton Wes Taylor
M&S has said it put in place a number of operational improvements to "deliver better availability"
// M&S launches first-ever denim TV advert to broaden appeal
// The retailer said it will “put crucial focus on growing its killer categories”

M&S has launched its first ever TV advertisement campaign for its denim category as it seeks to broaden its appeal and revive its ailing clothing arm.

The embattled retailer, which recently switched up its kidswear range to reduce reliance on formal wear, said part of its turnaround strategy is to “put crucial focus on growing its killer categories”.

Womenswear & kidswear director Jill Stanton and menswear director Wes Taylor both led the changes in M&S’s denim business.


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M&S has said it has put in place a number of operational improvements to “deliver better availability so customers can be confident they can get the style they want”.

These operational changes have led to increased sales – with denim womenswear sales up 30 per cent over the Christmas period.

“Our denim business is going from strength to strength and this campaign is a celebration of that – we know if we can get more customers trying on our jeans they will fall in love with our style, fit and value,” Stanton said.

“This is about more stylish product, in bigger volume at better value – with sales up double digits we’re proud to be making the big even bigger.”

M&S added that its focus remains on being relevant, an objective that has been under way in the past year.

Last month, the retailer launched its new athleisure range Goodmove, offering 150 different pieces of clothing and accessories.

It also continues to refresh product ranges to ensure relevance – such as the newly relaunched per una range.

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5 COMMENTS

  1. I expect the jeans to be good quality based on historical M&S. However who ever is responsible for the advert and or selecting the people who convinced them this was a good thing to put on TV, wants sacking. The advert is rubbish

  2. The advert is great. Edgy, different, clever and relevant. The jeans showcased on there look really comfortable, and if you’re like me, built for comfort..that’s pretty important.

  3. I went to M and S in Brighton to buy some pairs of black warm woolly tights for my daughter, who is 25. I couldn’t find a single pair in small. None in grey either. Then I thought I’d buy myself a heatgen vest in black, with a lower neck to wear under a jumper. They were selling sparkly ones in red, (is it still Christmas in February), no black ones were available. The first thing the staff said was ‘ have you looked online’ ? They are living in a fashion world of their own where people don’t wear warm tights in February. Great summer clothes on the ground floor were to be seen as you came into the store in the wind and rain! There are extremely serious problems in stock and store management. The company is failing badly.
    I bought them in New Look.

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