The Value Engineers The Value Engineers

Marks & Spencer

M&S Activewear

Goodmove Range Evaluation

THE CHALLENGE:

In a bid to increase M&S’s relevance within activewear, M&S had launched a single new activewear range – ‘Goodmove’. Our task was to evaluate the potential of the Goodmove range to make M&S an activewear destination, and to assess its impact on broader style and innovation perceptions of M&S.

WHAT WE DID:

Our evaluative ‘rail raids’ comprised of two stages: a deep-dive product and range review and an in-store branded experience. This enabled us to get to the heart of the Goodmove range and understand whether it was making M&S an activewear destination, as well as hitting the intended style and innovation markers.

THE RESULT:

Our process gave significant understanding as to what style and innovation mean within the context of activewear, particularly for M&S, as well as what success looks like for Goodmove, beyond sales. Our process how now been rolled out for use on multiple ranges & sub-brands.

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By: Joyce Esser

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