Marks & Spencer has taken a comfortable lead in the UK fashion rankings in the run-up to Christmas, according to new data from YouGov.
The retailer achieved a 50.5% consideration score among consumers this year, rising from the 47.8%. it scored last year. It outscores second-placed Nike by more than 9%.
The score also places Marks & Spencer fourth in the ‘most improved’ table, behind luxury retailer Gucci, sportswear brand Adidas, and denim brand Levi’s. The data shows the retailer performed strongly among both men and women.
YouGov’s BrandIndex tool measured consumer consideration among a pool of up to 22,000 UK consumers, with the score based on 12 months of data up to the beginning of November.
The research company found that 49% of Christmas gift buyers choose to give clothing, suggesting that with its improved ranking Marks will be anticipating bumper Christmas Sales.
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Marks & Spencer has poured considerable investment into its business and YouGov suggested this ranking shows the company’s turnaround plan is working.
YouGov head of consumer Insights UK, Sarika Rana said: “YouGov’s 2024 fashion brand rankings leave no room for doubt: this has been Marks and Spencer’s year. Their turnaround strategy is expanding their reach to younger customers while keeping their traditional shoppers happy at the same time, which is no mean feat.
“Given the work they have put into building the brand, their highly rated Christmas advert spotlighting their fashion range and a leading consideration score, Marks & Spencer is in a strong position to capitalise on this year’s festive spending.”
Marks & Spencer’s brand reputation ranked strongly with Gen Z consumers taking sport number 5 on the Top 10 Fashion Brands among Gen Z, behind Nike, Adidas, H&M, and Primark.
