// 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.
- Is M&S’ new Goodmove athleisure range a good move?
- M&S broadens kidswear focus amid clothing turnaround
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.