Marks and Spencer Advertising Strategy
INTRODUCTION
COMPANT OVERVIEW
Marks and Spencer is an international multi-channel retailer that has been running for 129 years. It now operates in “over 50 territories worldwide” and employs “almost 82,000 people”, (Marks and Spencer plc, 2013). It’s dependence on its origin country; the UK is progressively being reduced due to its international focus. M&S’ UK turnover consists of 54% food and 46% general merchandise, including home ware, clothing, lingerie etc. It is currently growing its e-commerce and has expanded to the finance business with its M&S Bank branch.
Clothing has been lately an aspect of concern for the company, as sales of clothing have “slipped back for the ninth consecutive quarter”, (The Guardian, 2013). This has created a 9.1% fall in half-year profit. For this reason, according to M&S Chief Executive, they are currently working on having “more innovation and choice than ever before”, (Bolland, 2013). However, according to retail analyst for the BBC, “The company is too risk averse and is unwilling to break the mould of its traditional ways of doing business”, (Conlumino, 2013).
INDUSTRY CONTEXT
The affordable fashion market in the UK has been described as “challenging” by Chief Executive Bolland. The fashion industry requires radical and innovative measures for success, which M&S has not dared to implement until now. Marks and Spencer’s fashion competition is becoming increasingly tough and aggressive. Retailer Next overtook M&S “as the UK’s biggest fashion retailer, in July 2012”, (Nairn, 2012). Primark, its older rival has “an expected 5 billion pounds in clothing sales in 2014”, (The Guardian, 2013) this is a very close figure to M&S, with the potential possibility of performing above it.
CAMPAIGN STRATEGY
Marks and Spencer decided to adopt a fairytale theme for its Christmas 2013 campaign, focusing on its men and women ware collections as well a their lingerie collection playing a strong role. The adverts’ message claims
COMPANT OVERVIEW
Marks and Spencer is an international multi-channel retailer that has been running for 129 years. It now operates in “over 50 territories worldwide” and employs “almost 82,000 people”, (Marks and Spencer plc, 2013). It’s dependence on its origin country; the UK is progressively being reduced due to its international focus. M&S’ UK turnover consists of 54% food and 46% general merchandise, including home ware, clothing, lingerie etc. It is currently growing its e-commerce and has expanded to the finance business with its M&S Bank branch.
Clothing has been lately an aspect of concern for the company, as sales of clothing have “slipped back for the ninth consecutive quarter”, (The Guardian, 2013). This has created a 9.1% fall in half-year profit. For this reason, according to M&S Chief Executive, they are currently working on having “more innovation and choice than ever before”, (Bolland, 2013). However, according to retail analyst for the BBC, “The company is too risk averse and is unwilling to break the mould of its traditional ways of doing business”, (Conlumino, 2013).
INDUSTRY CONTEXT
The affordable fashion market in the UK has been described as “challenging” by Chief Executive Bolland. The fashion industry requires radical and innovative measures for success, which M&S has not dared to implement until now. Marks and Spencer’s fashion competition is becoming increasingly tough and aggressive. Retailer Next overtook M&S “as the UK’s biggest fashion retailer, in July 2012”, (Nairn, 2012). Primark, its older rival has “an expected 5 billion pounds in clothing sales in 2014”, (The Guardian, 2013) this is a very close figure to M&S, with the potential possibility of performing above it.
CAMPAIGN STRATEGY
Marks and Spencer decided to adopt a fairytale theme for its Christmas 2013 campaign, focusing on its men and women ware collections as well a their lingerie collection playing a strong role. The adverts’ message claims
References: (Source:Marks & Spencer website, 2013) Appendix 2 Marks and Spencer performance in social networks (Source: Brand Republic, 2013)