"Mrs M&S"

[Bugs]

Saw this on the telly last night.

Is this man really the best placed person to run M&S marketing to women, I wonder?




Marks and Spencer boss Steve Rowe says he is determined to revive the High Street giant by getting back in touch with the core female customers he has labelled "Mrs M&S". But who exactly is he talking about?

According to Mr Rowe this apparently married woman wants "stylish contemporary clothing". He adds: "We need to cherish and celebrate her and make sure we're giving her exactly what she needs at the right time."
The company confirms that it sees the "loyal" - or perhaps of late, not so loyal - Mrs M&S as a woman in her 50s who shops with them around 18 times a year.
But is this marketing mantra really going to attract a set of stylish and contemporary women?

Full Article Here

[Tinwheeler]

I saw that last night. Hmm!

[Jay]

M&S is a joke. It's managed to retain older customers but it is failing to attract new ones in the target age range. The per una range is mocked on Facebook and forums each time they release the new range.

Having a man in charge can't be any worse than his female predecessors have been.

I don't shop in M&S and it would take a huge change in products and marketing to make me set foot in it.

[oneputt]

Strange then that M&S shut the Yarmouth store and open another one on an estate that only sells food?
When in M&S in Norwich or Southampton I would think that the vast majority of women I see shopping are between 30 and 50!

[Jay]

Underwear, basics and stuff for their menfolk One! Or they have a voucher!

That age group buy workwear in Next, sportswear in specialist outlets and 'going out' wear in any number of outlets. It's not hitting the target market in womens wear at all

[Takethedogalong]

I saw an article about the new range of women's clothing being considered by M&S designers/whatever's, not so long ago. Can't recall where, but I do recall they were looking to hark back to the past. My reaction at the time was that they have lost the plot. I do occasionally shop in M and S for clothes, mainly cheap jeans type stuff, occasional top. But it has been a long time since I saw anything very eye catching or inspirational. Per Una stuff is ok, the Indigo range is ok, the rest of the stuff is boringly same, only stretchy and usually navy or baby blue (yuk). Our BHS has some nice stuff in at the moment, a lot more colourful, and in sale, probably due to problems.

[Jay]

Per una - especially the espeziale range - used to be hideous stuff of nightmares. It's toned down but I had no clue who it was targetted at back then

I've had a look at all their ranges and wouldn't say anything stood out as being worth buying. Bland, over priced and uninspiring really. It won't get me over the threshold.

I just hope Mr Rowe doesn't follow the line that Gok Wan took or we'll end up with a store full of mini skirts, body con and low cut tops

[KenAndKathleen]

"mini skirts, and low cut tops", sounds good to me.

[Navigator]

"mini skirts, and low cut tops", sounds good to me.

^  +1 k

[Bugs]

I hear what you are saying chaps

And I defend your right to wear what you like......

But in my humble opinion, clothes like that look better on women