Can sail to smoother waters after profits dive?
M&S bosses are trying to appeal to their core customers – women. brand. And that it needs to It asked 18,000 shoppers what pay some serious attention to they actually want and based the one set of customers in collection around that. particular. Bosses behind the research even
That’s the more mature sent them prints and asked them woman shopper, of course. which one they preferred.
“If it really is to stage a It remains to be seen whether or recover y, M& S needs to not the autumn/ winter collection understand what its 55+ will be a success, but it sounds like female customers really a step in the right direction. want,” she says. It’s probably not surprising that
“It needs to make more M&S is putting a lot of energy into drastic changes in order to opening food-only stores. differentiate itself. We all love a treat or two from
“And it must have much the M&S foodhall. clearer differences between Even food sales fell slightly in the its womenswear ranges most recent announcement, like Autograph and M& S though. Collection.” Analysts believe it needs to get The sun may have shone back on top with womenswear to last week, but M& S recently really become the M& S we all launched its womenswear loved years ago, though. collection for autumn and winter. “Womenswear is the key to M&S It was well received by fashion and always will be,” says retail editors and it seems M& S has expert Richard Hyman. done its homework. Watch this space. I WAS in my local M&S last week.
It felt as if the average shopper in the womenswear department was about 75.
Nothing wrong with that. But it’s ironic that bosses at M&S have spent years targeting younger shoppers by signing up trendy models like Alexa Chung.
For a lot of core M&S shoppers, it was probably a case of: “Alexa who?” Was once a leader in online shopping, known for ease and speed of delivery.
It still excels at service – but the problem is so many others do, too.
Names like Asos are tempting shoppers to spend elsewhere. That has hit Next’s profits.
Still great for shoes and workwear, though. Led the way in signing up big names with its Designers At Debenhams range.
It recently announced a strategy to become a “destination” store – one we simply can’t pass by.
It remains one of the best choices on the high street for occasionwear. It still has no online shopping option.
That seems to have done it no harm at all.
Appeals to teens and 20-somethings.
Even the more mature shopper can’t resist cropped trousers for £8! Unbeatable value.
And for tights and camisoles, it’s one of the best on the high street.