The vision to put quality and style back in to the heart of M&S’s clothing offer was unveiled by Executive Director of General Merchandise, John Dixon and his team as they showcased the Autumn/Winter collections and announced a quality charter that will align standard setting ethics with a confident design ethos. The move comes following months of listening closely to customer feedback and extensive research.
With an initial focus on womenswear, M&S’s new clothing strategy comprises:
- Reasserting its leadership in quality through significant upgrades;
- A planned transition towards clearer and more compelling sub-brands with the launch of M&S Collection;
- Style edit of the key trends for the Autumn/Winter season;
- Improved fashion and design credentials including the new Best of British range.
Customers will begin to see the changes from late July, when the new Autumn/Winter collections launch in-store and online.
John Dixon, Executive Director of General Merchandise said: “Today marks more than just the launch of our Autumn/Winter collection. It is the culmination of six months of extensive research that has seen us listen to our customers’ views on our brand and build on our heritage. This has reinforced that exceptional quality and confident style should lie at the heart of our clothing proposition and provide the M&S difference that our customers expect from us.
“This is our focus going forward that will reassert our position as a leading, premium fashion retailer.”
Belinda Earl, Style Director, said: “Being part of the team that has really spent time exploring our customers’ needs to rediscover the fashion DNA that makes M&S special and relevant is what excites me about my role as Style Director. Over the last few months we have learnt that M&S is a brand that should be looking upwards for aspiration and we are determined to do just that.
“Every woman deserves to look great and feel confident in her clothes. We are focussed on delivering quality, stylish fashions for our customers each and every time they shop with us.”
Marc Bolland, Chief Executive, said: “I’m really enjoying working with the new team and I am confident that we are taking a step in the right direction by focusing on quality and style.”
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