Marks & Spencer, the iconic British retailer, is undergoing a dramatic fashion transformation that extends far beyond its recent clothing rebrand which captivated Gen Z shoppers. The company is now comprehensively overhauling its trainer selection, drawing clear inspiration from popular styles by leading athletic and lifestyle brands while offering them at a fraction of the cost.
Inspired Footwear at Unbeatable Prices
The strategy is evident in M&S's latest collections. For instance, the retailer's £49.50 Leather Side Detail Trainers bear a striking resemblance to New Balance's coveted 327 model. With an almost identical contrast sole, distinctive silhouette, and white logo placement, the two pairs are virtually indistinguishable to the casual observer.
This approach isn't limited to one brand. M&S has also taken inspiration from Onitsuka Tiger, the trending Japanese label famous for its retro-styled, brightly coloured trainers. The high street hero has recreated the signature 'tiger' stripes for its own version, even offering it in the same vibrant yellow hue as the popular Mexico 66 VIN model. Crucially, the M&S iteration retails for just £50, less than half the £135 price tag of the original Onitsuka Tiger shoes.
Riding the Wave of Emerging Trends
M&S is also capitalising on niche footwear trends. The brand has introduced its take on the 'sneakerina' – a hybrid design blending the practicality of trainers with the lightweight, feminine aesthetics of ballet flats. While the quirky style may not appeal to everyone, its popularity is surging. Shopping platform Lyst reported a staggering 1300 per cent increase in searches for 'ballet trainers' last year.
M&S's entry into this market is the £36 Ankle Tie Trainers, which closely mirror the design of Adidas's £80 Taekwondo Mei Ballet trainers. This pattern of offering affordable alternatives extends beyond footwear into other apparel categories.
Apparel and Homeware: The Same Winning Formula
The brand's £130 Waxed Pure Cotton Utility Jacket, for example, showcases a remarkable similarity to Barbour's £299 Catton Waxed Jacket. In loungewear, M&S has created a version of Kim Kardashian's Skims ribbed set, which retails for £120. The M&S alternative is similarly loose-fitting, soft, and versatile but costs just £20 and comes in six different shades, creating significant online buzz with shoppers urging others to 'run' and purchase a pair.
Even M&S's renowned lingerie department is evolving. Moving beyond its traditional, practical offerings, the retailer now features styles reminiscent of those found in boutiques like Agent Provocateur or Pour Moi, signalling a clear departure from its old-fashioned image.
Expanding the Strategy Across Departments
This strategy of creating budget-friendly versions of coveted items isn't confined to clothing. The homeware department offers the Pure Cotton Suzani Bedding Set for between £25 and £55, providing a cost-effective alternative to Anthropologie's £178 Theodora Embroidered Quilted Bedspread.
In fragrance, M&S's £16 Blush eau de parfum is said to closely mimic the scent profile of Jo Malone's £122 English Pear & Freesia Cologne, making luxury aromas accessible to a broader customer base.
The Strategic Vision Behind the Transformation
This comprehensive reboot aims to attract not only the retailer's loyal core customer base but also younger demographics and style-conscious millennial women. The inclusion of unmistakably on-trend items, alongside celebrity collaborations with figures like Sienna Miller and former Made in Chelsea star Binky Felstead, underscores this targeted approach.
The driving force behind this successful transformation is largely attributed to Maddy Evans, the former fashion director of Topshop. Hired in 2019 as head of buying and promoted to director of womenswear in 2022, Evans has been instrumental in reshaping M&S's fashion direction. Her leadership has helped the retailer fill a crucial gap in the market left by the decline of other high street favourites.
Agile Operations and Customer Focus
Under this new direction, M&S has adopted a faster fashion model, enabling new items to move from concept to store shelves in as little as one month. This agility allows the retailer to respond swiftly to consumer demand and emerging trends. Best-selling items, like a faux crocodile leather trench coat, have been rapidly selling out and requiring frequent restocks.
In a previous statement, Maddy Evans highlighted the success of this strategy: 'We're pleased to see womenswear achieve its highest ever style rankings, particularly with the 35-54 customer – a clear sign our focus is landing and our ranges are resonating with more people more often.'
She added, 'It's important that we keep up momentum so this season we're supercharging newness across the board: from dresses and partywear through to denim, knitwear and outerwear. We're investing in fabrics, silhouettes and trend-led pieces our customers want; while still delivering the value they trust us for.' This commitment to combining style, trend responsiveness, and trusted value is at the heart of Marks & Spencer's ongoing fashion renaissance.
