Fashion focus

Fashion focus

Marks & Spencer is unifying its food and fashion campaigns under its “Only M&S” format this fall. According to the retailer, the move is designed to provide customers with a clearer and more consistent message about the M&S brand.

Patrick Bousquet-Chavanne, Executive Director of Marketing and International at M&S, said: “The M&S brand is unique in terms of reach, depth and history of the trust it has built over the past 130 years. years. ‘Only M&S’ provides the ideal platform from which to share the many stories that make our products different. These are stories that only M&S can tell, through our first market innovations, our exceptional sourcing standards or our interpretations of seasonal trends.

The “Only M&S” format also offers greater consistency in the look and feel of the two cross-platform campaigns – spanning television, print, digital engagement and social media, according to M&S. This consistency of experience extends to the entire customer journey – with activity in the window and in store – reflecting the products and stories presented in the campaigns.

Bousquet-Chavanne said: “The use of the simple and elegant format in both campaigns makes it possible to stand out on the page and show the strength of our product offering. We want to demonstrate our expertise in both food and fashion – engaging customers in a digitally savvy way that feels relevant in their daily lives.

At the center of each campaign is a striking TV commercial and for the first time, the retailer will be running food and fashion campaigns simultaneously throughout the fall – with activity from September 2 to October 29.

Food Adventures in campaign:

Launched on September 2, the new “Adventures In” campaign brings M&S food expertise to retailers; reminding customers of what is special and different about its food offering and positioning M&S Food Halls as an exciting and innovative place to shop, the retailer said.

Ten years after the iconic ‘Not Just Any’ series, this campaign aims to raise the bar in food advertising – using the latest cutting-edge food photography to showcase the innovation, quality and freshness of M&S foods.

Clothes Fashion emporium campaign

Launch 3 This September’s campaign showcases M&S fashion expertise – inspiring shoppers with the latest new collections and helping them understand how to wear the season’s latest looks.

The ad creates a large fashion store for M&S – highlighting each of this fall’s key trends – from simple luxury to the 1960s revival.