M&S on its clothing reinvention and embracing men’s ‘rational’ shopping decisions
As M&S launches its first dedicated menswear campaign in eight years, its marketing director Anna Braithwaite talks about why men are easier – and harder – to convert into customers.
Marks & Spencer has launched its first dedicated menswear campaign in eight years as the brand continues to attempt to shift the public’s perception about its clothing lines.
M&S’s head of brand and marketing Anna Braithwaite says that two years into its ongoing reinvention is the right time to try to shift the needle on menswear. “Style has got to be across everything… it can’t just be related to our women’s products,” she tells Marketing Week. “Our head of menswear [Mitch Hughes] felt it was the right time to shout about our style credentials for that major category as well.”
