Once Marks and Spencer, M&S has become a global brand, and as you travel, you can find its logo miles away from its origins in Leeds. And with September comes a new campaign, The Art of, which shows just how M&S has its finger on the pulse of the latest fashion.
This high-impact campaign is just exploding with colour, and the spectacle is intentional. M&S has strong fashion credentials, in womenâs, lingerie, menâs, and childrenâs sectors, but it hasnât been traditionally known for them. Yet Brandindex says M&S is top of the list of 32 high street fashion brands on metrics including quality and reputation. M&S wants to remind us that it understands fashion.
By showing a sheep whose coat, thanks to visual effects, shoots off it and becomes wool, and injecting messages about its sustainably sourced cotton, M&S addresses customersâ desires that, these days, we want great fashion, but we want to be sure that itâs coming from a socially responsible place. It also emphasizes the notion of craftsmanship.
Executive director of marketing Patrick Bousquet-Chavanne notes that the brand is at a âseven-year highâ, according to Marketing Week, and itâs been helped along by M&Sâs revamps of some of its larger stores. M&S has also changed its design and buying teams, and in-store personal stylists are planned, too. Itâs conscious that the retailer needs to match the great fashion with the in-store experience, so that the M&S brand is consistently high quality, every time someone has contact with it.
The cutting-edge campaign, which uses Mark Ronsonâs âUptown Funkâ featuring Bruno Mars, will be seen in 50 countries, in TV, print and digital media.
Post sponsored by M&S