Marks and Spencer 2012 Annual Report Download - page 18

Strategic review
Focus on the UK
Marks and Spencer Group plc Annual report and financial statements 2012 16
Looking ahead
We want to show that we
are more in touch with
our customers than ever
before; anticipating their
needs and in tune with
the things that matter
most to them. In the year
ahead, we will continue
to develop our sub-brand
identities, inspire our
customers and give them
new reasons to shop
with M&S.
Our brand
“Our campaigns
reassure
customers that
we are in touch
with their needs.”
Steven Sharp
Executive Director,
Marketing
In such a competitive marketplace, it’s been more important than ever to
highlight the great value and quality we offer across M&S. This year, our
campaigns served a dual purpose; reassuring our most loyal customers that
we are meeting their needs and encouraging potential new shoppers to take
a fresh look at M&S. Throughout the year we have showcased the very best
‘Only at Your M&S’ innovations; providing compelling reasons to shop with us.
Throughout the year, our Clothing
campaigns featured wearable
interpretations of the latest fashion
trends, demonstrating how these styles
work for all shapes and tastes. In the
autumn, we ran two complementary TV
ads, which brought together a collection
of stunning womenswear looks to
highlight the brand’s total appeal.
In September 2011 we launched our
first dedicated sub-brand advertising
to highlight the distinctive brand
personalities and help customers more
easily pinpoint the range that suits their
style. Renowned model David Gandy
brought his relaxed, continental style
to our Italian-influenced Collezione
menswear and we introduced top model
Rosie Huntington-Whiteley and
Hollywood actor Ryan Reynolds as the
faces of Autograph (opposite). Shot by
iconic fashion photographer Rankin,
a dynamic black and white campaign
encapsulated the energy and ethos of
Limited Collection. We also reinvigorated
our core M&S fashion, with the launch
of the M&S Woman and M&S Man.
2012 celebrations
2012 is a unique year for Britain – and
we wanted to do something extra
special to mark the occasion. With
friends and family at the centre of
celebrations, we launched our nostalgic
2012 spring TV campaign, featuring
much loved M&S faces – including
Twiggy and Gary Barlow. It harks back
to an era of simple pleasures, showing
how M&S can deliver all the ingredients
to make a British summer truly great.
Featured lines were well received and
since airing we sold over 3,700 of the
per una dress worn by Myleene Klass.
Listening to our customers
The clear message from customers is
that they are budgeting carefully; ring
fencing the things that matter to them
most, such as special occasions and
spending on children. We responded
with promotions that addressed these
priorities, such as our upbeat Kidswear
‘Happy Half Term’ offer and ‘Our Gift to
You’ 25%-off deals in December, which
delivered a record week for Menswear.
Launched in 2008, our iconic Dine In
offer remains as relevant today as it
was then. Coupled with our Christmas
partnership with ITV’s The X Factor
(opposite), Dine In helped make M&S
an essential part of Saturday nights at
home; providing restaurant-quality food
at an affordable price.
Showcasing our products
Our ‘Only at Your M&S’ positioning is
a firm fixture in all campaigns; from
unique innovations to the latest trends,
it highlights what is new and different
at M&S. This year we continued our
successful innovation-led ads,
showcasing products such as our
unique Tummy Tuck swimwear, sales
of which increased by 450%.
In Food our product was the star of
the show, demonstrating the lengths
we go to in order to make our offer truly
special. Our advertising around key
dates such as Easter and Mother’s Day
confirmed why customers can trust
M&S food for the most important
occasions. We highlighted the
provenance and quality of ingredients
that set us apart from the competition
and featured lines, such as our new
Golden Hot Cross Buns, proved
extremely popular, selling over 580,000.
Plan A Shwopping
In April we introduced
‘shwopping’ – fronted by
Joanna Lumley. It’s a
sustainable fashion initiative to
transform the way we shop.
We’re asking customers to
exchange, or ‘shwop’, old or
unwanted clothing – of any
brand – when they buy a new
garment in M&S stores.
Clothes are then reused,
recycled or resold by our
partner Oxfam – giving
millions of garments a life
beyond landfill.
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