// Marks & Spencer scraps TV Christmas campaign for clothing arm to focus on grocery
// M&S has run separate TV campaigns for its Christmas clothing and food offers since 2018
Marks & Spencer has reportedly ditched its TV advertising campaign for its clothing division to instead focus on its grocery offering this year.
The retailer is now relying on online and influencer activity to drive its festive clothing and homeware sales, and will instead focus its marketing efforts on food, Campaign reported.
M&S has created separate campaigns for its Christmas clothing and food offers since 2018.
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Earlier this month, M&S found that searches for Christmas products on its website have skyrocketed by 80 per cent year on year as shoppers seek to spend early this festive period.
Last year, M&S’s “Go Jumpers” Christmas clothing campaign had driven a six per cent and seven per cent respective increase in sales of jumpers across womenswear and menswear.
Advertising firm Odd has been responsible for the retailer’s fashion and home advertising since 2019, but activity on the account has been paused since the start of the Covid-19 pandemic.
In August, M&S made note of its struggling clothing arm, reporting that its sales of clothing and home goods were “well below” 2019 levels.
M&S said it wouldn’t share details of its future campaigns before launch.
It said it is “focused on helping our customers shop with confidence in store and online” through a wide range of customer channels.
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