M&S has pledged to sell less revealing clothes after receiving complaints from older shoppers. The supermarket chain, which has been targeting younger consumers through social media and influencer partnerships, faced criticism from a 75-year-old customer who told boss Stuart Machin that dresses were 'sleeveless' and 'a bit skimpy'.
Customer Feedback Prompts Change
Speaking at the company's Annual General Meeting this week, Machin said: 'Even my mother, who's a stylish 78-year-old, said to me the tops are getting a bit short. And we've researched this with our customers, we've heard it.' In response, he confirmed that the upcoming Autumn/Winter collection will 'cover the tum, cover the bottom and cover the top of the arm'.
Balancing Youth Appeal with Core Customers
M&S has been on a transformation journey to attract younger shoppers, including a major push on social media and collaborations with influencers like Amelia Dimoldenberg. However, Machin warned 'we have to be careful' not to alienate its traditional customer base. He noted that the company has successfully 'dumped the frump'—a reference to a 2016 comment by former CEO Steve Rowe—but must remain inclusive.
London Fashion Week Debut
The announcement comes as M&S prepares to make its debut at London Fashion Week in September, celebrating 100 years in fashion. The retailer will showcase a 'see now, buy now' womenswear and menswear collection, available immediately online and in flagship stores. Over the weekend, M&S turned the Silverstone British Grand Prix pit lane into a catwalk for a fashion show.
Heatwave Challenges and Investments
Separately, Machin addressed issues caused by extreme heat, revealing that fridges in some stores broke down during last month's heatwave. 'There's no doubt we were struggling in those nine days of extreme heat,' he said. M&S is now investing in equipment capable of handling temperatures up to 45°C and reviewing all refrigeration systems.
