M&S reboots menswear with first standalone campaign in 8 years

M&S has unveiled its ‘Anything but Ordinary’ Autumn Menswear campaign – its first standalone menswear campaign since 2015.

Showcased across video-on-demand, OOH, paid digital and social, and influencer activity, the campaign will be supported by owned channel takeovers across in-store, website, social and app.

The campaign is designed to inspire menswear customers with outfitting ideas and different ways to wear key pieces through the season, as part of the retailer giant’s style perception journey.

It focuses on easy-to-style smart separates, versatile pieces and wardrobe staples, with an aim to highlight the retailer’s drive for quality and innovation.

“As our first standalone campaign in more than eight years, we wanted to show up with confidence and really reinforce the journey we’ve been on to elevate our style credentials,” said M&S menswear director, Mitch Hughes.

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“We’re really proud of the collections and we can’t wait to see and hear the reaction from customers in the all-important Autumn/ Winter season.”

M&S clothing and home marketing director, Anna Braithwaite, added: “Our single most-important focus in marketing is to drive style perceptions – not just for womenswear but for menswear too.”

“Due to the strength of our menswear collections and the work Mitch and the team have done, we had the opportunity to drive reappraisal through a dedicated and visually arresting campaign.

“To reach new, lapsed, and younger audiences, we knew we had to create something that would challenge the existing male perception of M&S and take it to where we know our audience is consuming content and most engaged.

“As a result, we have a campaign that’s bold, disruptive and embodies the attitude and style of today’s menswear customer,” Braithwaite concluded.

The campaign follows the retailer appointing Mother as its new creative agency for its UK clothing business, with the team’s first work for the retailer expected this Christmas.

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