Marks & Spencer's Remarkable Fashion Transformation
It is no secret that Marks & Spencer has undergone a dramatic shift in perception, emerging as a genuinely cool destination for fashion-forward shoppers. The question on everyone's lips is precisely how the retailer's fashion bosses managed to execute such an impressive and successful rebranding strategy in recent years.
The 'Dupe' Strategy: Drawing Inspiration from Luxury Labels
Taking a strategic leaf out of the playbooks of discount giants like Aldi and Lidl, M&S appears to be heavily inspired by other, often high-end, labels to create its new and trending items. Crucially, unlike the original designer brands it references, the pieces attracting shoppers are a mere fraction of the cost.
For instance, the £56 chocolate brown penny loafers that sent shoppers into a frenzy after going viral on TikTok are a dead ringer for Yves Saint Laurent's £935 pair. With their similar soft suede material and ruched side detailing, the shoes are almost indistinguishable, save for the staggering £879 price difference.
From Frump to Fashionable: A Complete Turnaround
This represents an incredible turnaround for the British institution. M&S is now worlds away from the days when its own CEO admitted the clothing was associated with a certain frumpiness. Today, it serves as a prime example of how to meet modern consumer needs by accommodating the relentless demand for newness with both standout pieces and reliable wardrobe builders.
Other remarkable examples include the £130 Waxed Pure Cotton Utility Jacket, bearing a striking resemblance to Barbour's £299 Catton Waxed Jacket. The brand has also created a take on Kim Kardashian's Skims ribbed loungewear set. While the Skims set retails at £120, M&S's version is similarly loose-fitting, soft, and versatile, but costs just £20 and comes in six shades, leading to mass hysteria online.
Beyond Clothing: Homeware and Fragrance Dupes
The transformation extends far beyond clothing and lingerie. While M&S has long been celebrated for its underwear department, its new makeover sets it apart, with styles now resembling items you might browse in Agent Provocateur or Pour Moi.
Other departments have also embraced the 'dupe' strategy. In homeware, Anthropologie's £159 Theodora Embroidered Quilted Bedspread can be shopped on a budget with M&S's Pure Cotton Suzani Bedding Set, priced between £25 and £55. The perfume department may be borrowing scents too, with the brand's £16 Blush fragrance said to smell remarkably similar to Jo Malone's £122 English Pear & Freesia Cologne.
Catering to a New Generation
This strategic shift has allowed M&S to attract a new demographic without alienating its core base. The racks now feature unmistakably on-trend items designed to tempt younger buyers and millennial women invested in looking good. Celebrity collaborations with figures like Sienna Miller and former Made in Chelsea star Binky Felstead have further bolstered this modern appeal.
The Mastermind Behind the Makeover
So, how did M&S pull off this remarkable reinvention? A significant part of the answer lies with Maddy Evans, the former fashion director of Topshop. Hired in 2019 as head of buying and promoted to director of womenswear in 2022, her presence has been pivotal.
Evans helped M&S fill a crucial gap left on the high street by offering must-have pieces, like a rapidly selling-out faux croc leather trenchcoat. The retailer has also adopted a faster fashion approach, enabling new items to move from the drawing board to the shelf in as little as a month, allowing it to react swiftly to consumer demand and the latest trends.
Speaking previously, Ms Evans noted the success, stating the brand was pleased to see womenswear achieve its highest ever style rankings, particularly with the 35-54 customer. She emphasised the importance of maintaining momentum by supercharging newness across all categories, from dresses and partywear to denim and outerwear, while continuing to deliver the trusted value M&S is known for.
