M&S Chief Executive, Stuart Machin, recently announced on social media that M&S were now including Calvin Klein and Tommy Hilfiger as guest brands, taking their total to over 100 brands on their platform, and with “many more” in the pipeline.
That got me thinking…
Firstly, I was shocked M&S had totted up so many collaborative brands, mainly since 2020, like Seasalt Cornwall, Joules, White Stuff, Hobbs, Nobody’s Child, Whistles, and Jaeger to name a few. In fact, M&S seems to have replaced Debenhams on the High Street! But, it’s a formula that is obviously working. So, what’s the plan? EVERYTHING in with M&S? Retail domination? Maybe a good idea!
How do collaborations work?
Secondly, it’s interesting that there are so many brands that CAN partner with M&S, given that collaborations need to align values or each could water down the brand of the other. We know M&S for “affordable luxury”. A collaboration brings together fans of each brand to expand their reach. Sometimes the brand isn’t another clothing producer too, like when Adidas partnered with Beyoncé in 2019 to co-create a new signature footwear and clothing range (which lasted until 2023). In these days of social influencers, M&S cannot afford to ignore those either. But as we saw in March with Ms Sam Jones in Australia, influencers can quickly fall out of favour and damage your brand if you’re connected with one “wrong post”!
Not just clothes
Actually, when I think about it, M&S (food) have partnered with Ocado to enable M&S to enter the home delivery market more quickly and that seems to have been successful too. I for one was sceptical how M&S could replace Waitrose, but have to say I’ve really enjoyed the change (sorry Waitrose!).
And, then there’s the big beauty brands too. And home and furniture, M&S Bank and Opticians …
Ethical values like sustainability and supporting charity
M&S are also pioneers in sustainability, and were one of the first among major high street retailers to launch “Shwopping” in conjunction with Oxfam, to promote instore clothing recycling in 2008. Customers were encouraged to bring in their pre-loved clothing, which could then be resold, reused or recycled. This initiative aimed to reduce textile waste and support charitable causes too. Win-win.
In-store Personal Styling
Interestingly, they tried in-store personal styling in 2015, but that didn’t last long before they decided to pivot to offering more digital styling advice, which is where most of it seems to be going (except John Lewis, who are still making a success of it, and me of course!).
Brand image
As a consumer of M&S clothes myself over many years, I have seen the clothing appeal to “a certain age” to now being much more appealing across the broad age range. Yet, they have kept the same principles of affordability with quality. It is a store for the mass market, so why wouldn’t they appeal to a broader market by expanding their range without commissioning it all themselves. Well done M&S I say. We certainly need to keep a presence on the high street allowing customers to try before they buy.
In my survey last December of over 100 professional women, 23% reported preferring to try something on before purchasing, and the majority 68%, mixed both options, so I’m happy M&S seems to have the formula right for today’s savvy shoppers.
So, if you need any impartial help shopping (whether online or in store), I’m your girl!
Fiona
Your Colour & Style Consultant
07469 246722
