As clothing sales at Marks & Spencer fall off a cliff, our fashion editor gives her 5-point plan to fix beloved retailer
M&S holds a special place in our hearts, but something needs to change
LIKE much of the nation Marks and Spencer holds a special place in my heart. We’ve grown up together.
It’s always been there when I’ve had a ladder in my tights, my knicker drawer needs replenishing or suffered a wardrobe malfunction.
But now its M&S who is suffering a wardrobe malfunction as clothing sales fall off a cliff - the worst for a decade.
Something needs to change. And fast.
Here is my five point plan that I think could just put the spark back into Marks and Sparks.
1. Smarter pricing
M&S are blaming the huge slump on their decision to delay their summer sale.
Launching only this week, later than the majority of the high street, has meant that customers on the lookout for bargain holiday staples found their clobber elsewhere.
In a heavily competitive market, M&S just cannot afford to fall behind when it comes to sales and discounts.
Boss Steve Rowe revealed that the chain already lowered prices on around 1,000 lines, but this approach was way too subtle.
Customers respond to price cuts when they are shouted out. And M&S needs to shout louder.
2. More attractive stores
Stepping into a M&S store is like stepping back into 1985.
I spend a lot of my time scouring the high street dipping in and out of Britain’s best stores and I always feel uninspired wandering around the M&S rails.
The design and layout of their 914 UK stores is old-fashioned and all a bit beige.
When the likes of Next, with their classy spotlights, and Topshop, with their innovative merchandising, are upping their interiors, M&S need to work harder.
Dowdy lighting, run-down trolleys and humdrum styling do not entice me in, no matter how strong the products are individually.
Lighten up, M&S, and create a friendlier, classier environment.
3. Wider availability of products
I am continuously impressed with a lot of M&S clothing, hence why they are often heavily featured on my fashion pages.
But I know first-hand how difficult it can be to hunt down the hero items I promote.
Whilst big city stores will often house key pieces and trend-led items, often they have been completely omitted from the suburbs.
Despite working in London I often travel back home to Hertfordshire, but does this mean I should go from fashionable to frumpy?
Products are not distributed evenly meaning there is inconsistency between the stores.
Towns deserves to be trendy, too.
4. Create an identity
Who exactly do M&S appeal to? I just cannot work it out.
Their mass appeal is something to be celebrated as shoppers of all ages are often spotted in store, but this begins to dilute their offering.
Steve Rowe recently spoke of ‘Mrs M&S’, a fifty-something core customer that he aims to “cherish and celebrate”, but this patronising attempt to categorise his target audience only caused more outrage and confusion.
Their archive range with Alexa Chung was undoubtedly aimed at a younger demographic whilst their Twiggy collection focusses on a mature consumer, but can M&S really be a one-stop shop for all?
It becomes confusing.
As do their sub-brands.
On top of their celebrity collaborations, they have sections labelled Autograph, Limited Collection, Best of British, Indigo Collection and Per Una, yet I challenge anyone to really know what these mean.
5. Overhaul website
Re-branding their website back in 2014 was met with a few teething problems, yet it is now a fully functioning fashion website.
There are nuggets of genius - their ‘Inspire Me’ section is aspirational and relatively easy to navigate - but their products look anaemic.
Again, the world of e-commerce is continuously evolving and M&S needs to ensure it doesn’t get left behind.
They err on the side of caution with their model shots, aware of being too young and edgy or too condescending and old-fashioned.
Yet this means the womenswear section ends up looking limp.
They constantly produce well-made, quality products but this doesn’t come across on the website.
A touch of artistic flair could work wonders.