Marks & Spencer Hopes ‘Leading Ladies’ Will Change Fortunes

In Featured on App, Marketing and Sales by Vaughn Highfield

Marks & Spencer, Womenswear, Leading Ladies, Marketing

Marks & Spencer pins womenswear hopes on influential female professionals

Marks & Spencer has been having a tough time of late, its sales have declined for a tenth consecutive quarter and now it needs to find a way to reinvigorate sales.

Luckily, it seems that the fashion and homeware retailer has found a way. Or, at least it thinks it has, as it’s tried this strategy once before.

Marks & Spencer’s newest lineup for the “Leading Ladies” marketing push sees the likes of actress Emma Thompson, singers Rita Ora and Annie Lennox, supermodel Alek Wek, designer Lulu Kennedy, chef Rachel Khoo, structural engineer Roma Agrawal, and campaigner Baroness Lawrence of Clarendon.

Leading ladies, Marks & Spencer, Rita Ora, Alek Wek, Roma Agrawal, Baroness Lawerence of Clarendon,

As you can see, it’s an eclectic mix of women from various professional backgrounds. It’ll all be shot by fashion photographer Annie Leibovitz and is a multi-platform campaign that spreads across print, online, mobile and outdoor.

It’s unclear exactly how well this will do to turn around the favours of Marks & Spencer’s ailing womenswear brand, but the hope is that by attaching some big names and influential women to the clothing line it can revitalise its fortunes and bring in the younger business the company so dearly needs for its womenswear line to succeed.

Marks’ executive director of marketing and business development, Patrick Bousquet-Chavanne describes the campaign as a “celebration of style and accomplishment,” going on to say that “Marks & Spencer is a democratic brand which is [sic] relevant to women of all ages and strands of life; it is therefore natural for M&S to celebrate women in this way.”

Time will tell if this move will be successful, but as the last attempt – involving Dame Helen Mirren and Ellie Goulding amongst others – during Winter seemed to do little to improve things, it could certainly be a tough hill to climb.

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