M&S CEO’s five point plan to revive the brand

New Marks & Spencer boss Steve Rowe used his first formal set of results to lay out a five point strategy that he hopes will revive the brand by appealing to ‘Mrs M&S’ but also to those customers that shop infrequently at its stores.

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Marks & Spencer’s global customer director Nathan Ansell admits that when he first joined the retailer in 2011 there was ‘something wrong’ in its marketing department. He says that a focus on strategy and brand positioning have helped food sales grow for the past 26 quarters, with M&S looking to replicate its food success in GM.