Marks & Spencer


Most people have M&S clothing in their wardrobe, but the business wanted to be seen to make stylish, essential pieces rather than basic, staple pieces. We were working across different ranges in an ongoing evaluation to understand how M&S could make this a reality.


Range, brand, and experience must all come together to win over the customer. Our evaluative ‘rail raids’ comprised of two stages: a deep-dive product and range review and an in-store branded experience, which enabled us to get to the heart of these elements and understand what stylish meant for M&S.


Starting with one range, our process gave a significant understanding of what style and range success meant beyond sales, and our process has now been rolled out for use on multiple ranges & sub-brands.

By: Joyce Esser

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