As part of its ‘Anything but Ordinary’ campaign, Marks & Spencer has debuted its first menswear-specific advertising since 2015.
Reaching out to a new and younger audience as well as bringing back its style offer to “lapsed” customers are all part of its plan to “challenge existing male perceptions” and engage with them.
A thorough marketing strategy is in place to promote the campaign, and it consists of “owned channel takeovers” across social, websites, apps, and retail as well as sponsored digital and social, OOH, targeted video on demand, and sponsored digital and social.
“Our single most important focus in marketing is to drive style perceptions – not just for womenswear, but for menswear as well,” said Anna Braithwaite, Director of Clothing and Home Marketing at M&S.
As it “continues its style perception journey,” M&S wants the campaign to inspire menswear shoppers with outfitting ideas and new ways to wear core products throughout the season, with a focus on smart separates, versatile wardrobe staples, and enhanced outerwear.
