THE EIGHT CULT CLOTHING BUYS

When CEO Stuart Machin released Marks & Spencer’s stellar Christmas trading results yesterday, he offered the insight that “style perception [has] continued to improve”. That’s business-speak, which when translated means “people think our clothes are fashionable again”.

It’s a crucial factor that M&S has failed on for decades. Despite changes in the design team, the priority has always been either low prices (great) or better quality (yes please). But what use is it to make a wonderfully affordable, ethically sound jumper if no one actually wants to wear it?

This is the problem that Maddy Evans, who hailed from Topshop’s heyday and was appointed womenswear director at M&S in July 2022, has been tackling. Her approach has paid off – M&S’s collections are now covetable, and its results prove it.

Clothing sales, Machin said, are up 4.8 per cent, with more clothes being sold at full price than they have been for 10 years. Womenswear was the star, but successes were cited on menswear too.

Denim, knitwear and outerwear were three categories that sold particularly well across the board. But as well as the casuals, the

‘Customers loved our velvet and sequin styles – they resonated with people’

stylish evening wear options for once sold too, with little hangover in the January sales after the party.

“We’re really pleased with today’s performance,” Evans tells The Telegraph, pointing out that the retailer’s higher-priced Autograph collection has also been a hit. “Customers loved our velvet and sequin styles – they resonated with people looking for style, affordable luxury and sparkle.”

Not everything is perfect, of course. Notably lacking on the list, especially in womenswear, are shoes and bags, which are clearly an area to improve on. Anyone who has tried on the smart trousers in stores now would attest to a hit-and-miss approach to fit. And bobbling knits need to be looked at – we want the aforementioned good-looking jumpers to pass the wash test and stick around in our wardrobes for years to come.

There is a lot to like in store right now though. Here are the eight items that have been bestsellers at M&S this winter.

5 THE SWEET SPOT PUFFER COAT

Made with recycled synthetic insulation, this puffer jacket was another hit for 16,000 customers, thanks to the fact it ticked three boxes: quality, price and style. To find a winter coat for under £70 on the high street is tricky this year, and while most retailers may have one in their collection, in khaki or brown, this one comes in five colour choices.

Recycled puffer coat, £69, marksandspencer. com

1 THE TUXEDO TROUSERS Would you go to Marks & Spencer for a tuxedo? This year, men did. In the Christmas advertising, fashion designer and TV personality Tan France wore the brand’s stretch tuxedo trousers – and looked so sharp that 10,000 men followed suit. Stretch tuxedo trousers, £40, marksandspencer. com

6 THE EMBELLISHED JEANS M&S used to tell us, annually, that its bestselling denim style was skinny jeans. A staple, yes, but not exactly fashion-forward. To boast of selling 22,000 pairs of these high-waisted embellished jeans, in a straight-leg cut, is symbolic of the step-change toward stylishness at the brand.

High waist jeans, £45, marksandspencer. com

2 THE QUIET LUXURY TRAINERS Trainers are another category that is usually hard for a retailer like M&S to crack. Again, men seek designer names rather than inconspicuous design. But M&S’s subtle white leather trainers, priced at £60, defied the odds – perhaps the “quiet luxury” trend influenced shoppers. Leather trainers, £60, marksandspencer. com

7 THE CASHMERE SWEATER High-street cashmere is a competitive world, and when getting the best price for a luxury material, customers look to shop with a trusted brand. This has been a win for M&S – a spokesperson said, “Our best-value cashmere on the high street was a winner this Christmas, with sales up 10 per cent versus last year.” M&S’s classic crew necks, for men and women, come in 20 colour choices. Cashmere jumper, £85, marksandspencer. com

3 THE OVERSHIRT Fashion-forward alternatives to men’s casual jackets were a big success according to a spokesman, who said the category sold 155 per cent more than in the previous year. Desirability here has been notoriously hard to achieve, as men typically look for outerwear from recognisable names.

Cotton overshirt, £49, marksandspencer. com

8 THE LITTLE BLACK DRESS This party season, M&S saw a media success story in the form of one little black party dress, as worn by Sophie EllisBextor in the brand’s Christmas advert. Fashion editors deemed it the perfect party dress. Originally it was priced at £49.50 (another retail pricing sweet spot) and it sold out. Since restocking, 8,000 units have been sold. There are one or two left now in the sale for £21. Jacquard black dress, now £21, marksandspencer. com

4 THE HALF ZIPPER Offering a quality merino wool version of that cult menswear buy, the half-zip knit, helped M&S become a menswear winner, too. It sold 56,000 of this jumper style in the 13 weeks to December 30 – that’s a rate of 25 per hour. Half-zip jumper, £45, marksandspencer. com