M&S has launched its new monthly capsule programme, The Love That Drop.
Each capsule consists of a 20 to 35-piece clothing collection, including accessories and footwear.
The capsules are “aligned with the latest catwalk looks and emerging style trends, underpinned by designer level details at accessible price points” according to the fashion brand.
The capsules will adopt an online-first approach, rolling out on the retailer’s website and across selected M&S fashion hub stores including key city locations such as Liverpool, Manchester and London.
It comes as a “key ambition” in M&S’s transformation and omnichannel strategy is for its online sales to make up 50 per cent of its total fashion revenues.
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The debut capsule, ‘Sartorial Femme’, features “sculptural tailoring, embossed textures and directional silhouettes” which “define a modern, elevated aesthetic”. Pieces are available from £23.
The initiative marks a “shift” in how M&S “delivers fashion newness,” the retailer said, building on its traditional seasonal drops with “a cadence of more frequent trend-led style moments”.
The programme also responds to shopper demand for “more frequent newness and greater trend credibility,” as customers increasingly purchase clothes throughout the year rather than solely around traditional seasonal peaks.
M&S womenswear director Maddy Evans said: “The Love That Drop is a step forward in how we deliver modern, trend led pieces for our customers.
“Each edit is tightly curated, outfit-driven and designed to feel fresh, relevant and fashion-forward while staying true to the quality and value customers expect from M&S.
“Behind the scenes, the programme helps us move from concept to customer at a faster pace to strengthen style perceptions, increase efficiency and drive online growth.”
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