An M&S spokesperson confirmed to Just Style that the British retailer is trialling a new “standalone” clothing and beauty concept store. This new store will offer a curated selection of M&S’s wider women’s and men’s collections, as well as beauty products.
The test is conducted in a single store to assess market demand and customer response.
Chloe Collins, head of clothing at GlobalData, supports M&S’s decision to invest more in clothing, especially as the retailer is set to reach a 5.2% share of the UK clothing market in 2023 – its highest since 2017.
She pointed out that M&S’s traditional target audience was older shoppers who preferred a one-stop shop for clothes, groceries and homewares, but that the retailer had recently managed to attract younger consumers as well.
This shift makes a pure clothing and beauty store a “smart” move, according to Collins, as it offers a more convenient and inspiring shopping experience that younger customers are likely to prefer to M&S’s larger full-range stores.
According to British news agency The TelegraphM&S’s new standalone clothing boutique is set to open as a trial at London’s Battersea Power Station later this year, with the “potential” for further openings to follow.
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By GlobalData
Younger shoppers drive sales of M&S clothing
M&S’s focus on clothing is part of its wider strategy to appeal to a younger audience. The retailer’s results for the 2023/2024 financial year showed a rise in clothing sales, with adjusted operating profit in the clothing and home division rising to £402.8 million ($512.7 million) from £323.8 million.
This growth is due to strategic purchasing and merchandising, as well as improved product style, quality and value.
At the time, Eleanor Simpson-Gould, a retail analyst at GlobalData, agreed with Collins, pointing out that M&S’s clothing division, traditionally popular with an older demographic, was attracting a younger audience through new partnerships with Nobody’s Child, Sweaty Betty and Adidas.
M&S CEO Stuart Machin stressed: “We are at the beginning of a new clothing, home and beauty business with a better product and retail model and an enhanced customer proposition that resonates with a wider customer base. There are significant opportunities and transformation plans underway for the product offering, store space, online experience and supply chain that offer the potential for sustainable growth.”
Strengthening the third-party portfolio for retail success
Nishi Mahajan, director of third-party brands at M&S, told Just Style that partnerships with third-party brands have been an important part of the company’s strategy over the past few years.
She shared insights into how the UK retailer is not only meeting but exceeding expectations by thinking outside the box and delivering exactly what consumers want through partnerships with third-party brands.
As part of its ‘Never the Same Again’ agenda, M&S announced in 2020 that it would launch guest brands online and in larger stores to broaden its appeal and increase online sales.
Mahajan stressed that M&S’s vision to become the “most trusted retailer” is based on doing the right thing for its customers and focusing on the clothing and home category.
