Marks & Spencer has rolled out an “M&S Man” social media campaign as it seeks to target younger customers.
The food and fashion specialist is focusing on appealing to male shoppers aged 18 to 34 by taking on celebrity ambassadors to showcase style advice online, This is Money reported.
Celebrities including TV personality Spencer Matthews, former footballer Ian Wright and presenter Vernon Kay are set to feature on a new “M&S Man” Instagram account.
In addition, there will be social media content including singer Olly Murs and radio DJ Melvin Odoom.
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The retailer will host a weekly YouTube series presented by stylist Melissa Holdbrook-Akposoe and Capital Breakfast presenters Jordan North, Chris Stark and Sian Welby.
Marks & Spencer director of menswear Mitch Hughes said: “We are building our authority as a modern voice in men’s style.
“M&S Man gives us the opportunity to inspire and reach a new generation of style seekers, while continuing to deliver the exceptional quality, innovation, and value that M&S is known for.”
The move comes after M&S was hit by a cyber-attack earlier this year. In June, the retailer reported the fallout could wipe around £300m off its profits in its latest annual report.
