‘We’re going in the right direction’: M&S on brand reappraisal and the transformation journey
With curated stores, TV deals and influencer collaborations high on the agenda, top marketer Anna Braithwaite admits M&S still has “a long way to go”.
Three years into its transformation programme, Marks & Spencer is focusing all its marketing efforts on its plan to “win on style” through curated stores, TV tie-ups and investing in influencers.
Speaking to Marketing Week at the launch last night (10 September) of its new television series ‘M&S: Dress The Nation’, in partnership with ITV, marketing director for M&S clothing and home Anna Braithwaite explains the show has come “at the right time in the M&S journey”, as the retailer attempts to get customers to “reappraise” what it stands for.
“We’re always on the lookout for new ideas where we can engage with customers. Customers love seeing what goes on behind the scenes, and there are so many fantastic things going on,” she says.
“We love design, we love nurturing and we’re leading on sustainability. True innovation is consistently part of our culture, and if we don’t win on style, it’s hard for us to win on anything else.”
