August 28th 2024.
M&S, also known as Marks & Spencer, has been gaining a lot of love from Millennials and Gen Z for their trendy and comfortable underwear. But M&S is much more than just a clothing retailer. It's a one-stop shop for all your needs, offering food, homeware, menswear, and womenswear. And what's even more impressive is that they cater to different age groups and demographics all at once.
Traditionally, M&S was seen as a go-to destination for middle-aged mums. However, in recent times, there has been a significant shift in the brand's image, and it has become... cool. Surprisingly, the credit goes to their knickers! Yes, you read that right. M&S revealed that their sales have increased by a whopping £1 billion, making it their strongest performance since 1997, and a significant part of it is due to the increase in lingerie sales. In fact, one in every two women now purchases their underwear from M&S. And the numbers are even more impressive for women under the age of 30, who account for a third of all the knickers sold by M&S. This is twice the number of younger women who bought underwear from the brand in the previous year.
To capitalize on this newfound love for their underwear, M&S is all set to launch its first clothing-only store in London's Battersea Power Station. This area is a popular shopping destination for Gen Z, known for its trendy fashion and iced lattes. The new store will showcase M&S's premium clothing lines for both men and women, as well as beauty products.
So how did M&S become the ultimate hotspot for young women? The brand attributes it to their 'B by Boutique' range, which features vibrant colors and bold patterns and was launched in 2022. This range saw a 16% increase in sales in the last 12 months. But there's more to it than just the aesthetics. M&S has collaborated with popular social media influencers to create 'cult' must-have items, and their prices are also very affordable, starting at just £10.
But as any woman knows, looks aren't the only thing that matters when it comes to underwear. Comfort is equally crucial, and stylist Bella Hignett believes that M&S has nailed it in this department. She mentions that post-Covid, more women under 30 are still wearing loungewear, and this has led to a demand for comfortable underwear. And M&S delivers just that, with well-fitting and comfortable bras and knickers. Bella also praises M&S's Rosie Huntington-Whiteley range, which is not only upmarket and sexy but also affordable and comfortable. The range offers a wide selection of neutral and classy tones, and Rosie has also expanded into fitted loungewear, which has been a hit among customers.
But M&S's underwear has even more benefits, according to Bella. She mentions that the brand offers a wide range of sizes, making it attractive to all body types. And in a time when fast fashion brands are being criticized for their use of low-quality materials and poor working conditions, M&S's reputation for providing high-quality products is highly valued. Customers feel like they are getting value for their money and a well-made, long-lasting product.
However, M&S's success with the younger generations goes beyond just their underwear range. Brand expert Rhea Freeman believes that the brand has 'upped its game' in recent times. They have collaborated with celebrities like Sienna Miller and Nobody's Child, and have also introduced products like bum-boosting pants and period pants, which have helped elevate the brand's image. The brand has also been a strong advocate for sustainability and played a major role in getting the government to scrap the tax on period pants.
M&S's efforts have not gone unnoticed by Millennials, who are the generation most interested in buying period pants, according to research. Stylist Roberta Lee, who has previously worked with M&S, believes that the brand has made strategic changes to target younger shoppers. They have adopted a trend-based approach with their products and have also made significant strides in promoting diversity and inclusion through their model choices.
What's most impressive about M&S is that they have managed to attract younger shoppers without losing their core demographic in the process. Rhea explains that the brand has worked hard to change its image, from being perceived as a brand for middle-aged and older customers to one that is young, edgy, and affordable. And through this clever positioning, they have maintained their reputation with their previous core demographic while also attracting new, younger customers.
According to Rhea, the turning point for the brand was when they collaborated with Holly Willoughby, a well-known style icon. The media coverage around the collaboration garnered a lot of attention for M&S. And Holly's styling of the clothes in a more modern way connected with a younger audience. Since then, M&S has worked with other relevant celebrities like Radio 1 DJ Melvin Doom, Binky Felstead, Sienna Miller, Jim Chapman, Molly-Mae, and Tommy Fury, who have helped promote both their clothing and food range, cementing the brand's relevance to younger audiences.
The brand has also evolved its website, messaging, and products to cater to the needs and preferences of younger customers. And all these efforts have paid off, with M&S managing to maintain its core demographic while also attracting a new, younger audience. As Rhea aptly puts it, M&S has listened to what younger people want and embraced it, making them an ever-evolving and relevant brand.
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