Marks & Spencer, M&S, a retail icon, has taken a stylish stride forward with the launch of its groundbreaking ‘Anything but Ordinary’ Autumn Menswear campaign. This marks a significant milestone as it is M&S’s first standalone menswear campaign since 2015.
The campaign’s multi-faceted approach includes video-on-demand, out-of-home (OOH) advertising, paid digital and social media, as well as a robust influencer strategy. Moreover, M&S is leaving no stone unturned, with owned channel takeovers across in-store, website, social platforms, and the app.
This ambitious campaign seeks to inspire menswear enthusiasts with innovative outfit ideas and fresh ways to wear key pieces throughout the season, all while propelling the retail giant’s style perception journey forward.
A Fresh Approach to Menswear: Championing Quality and Innovation
The ‘Anything but Ordinary’ campaign is not just about fashion; it’s about making a statement. M&S is putting the spotlight on easy-to-style smart separates, versatile pieces, and wardrobe staples.
The central goal is to underscore the retailer’s unwavering commitment to quality and innovation. With a focus on sustainability, the brand is also highlighting its efforts to make its menswear collections more eco-friendly, with sustainable materials and practices incorporated into the designs.
As the M&S Menswear Director aptly stated, this campaign, after more than eight years, is a moment to showcase confidence and reaffirm the brand’s journey towards elevating their style credentials.
What’s more, they are genuinely proud of their collections and eagerly anticipate the response from customers during the pivotal Autumn/Winter season.
Style Perception Is Key: Driving Reappraisal for Menswear
The M&S clothing and home marketing director emphasised that their primary focus in marketing isn’t just about womenswear; it extends to menswear as well.
Thanks to the strength of their menswear collections and the dedication of their team, they seized the opportunity to drive reappraisal through a dedicated and visually arresting campaign.
To reach a wider audience, including new, lapsed, and younger customers, M&S recognised the need to challenge existing perceptions and meet their audience where they engage with content most.
As a result, they have a campaign that’s bold, disruptive and embodies the attitude and style of today’s menswear customer. The campaign includes a diverse cast of models and influencers, representing a wide range of ages and backgrounds, further emphasising M&S’s commitment to inclusivity and diversity.
New Creative Agency on Board: Mother Takes the Reins
In another exciting development, M&S recently appointed Mother as its new creative agency for its United Kingdom clothing business.
The expectations are high, with the agency’s first work for the retailer set to debut this Christmas.
What’s even more interesting is that this collaboration adds an extra exciting layer of anticipation to M&S’s upcoming seasonal offerings, for which they have yet to reveal.
Conclusion
Marks & Spencer’s ‘Anything but Ordinary’ Autumn Menswear campaign is not just a fashion statement; it’s a testament to the brand’s commitment to evolving and capturing the essence of contemporary menswear.
As M&S embarks on this innovative journey, it not only reaffirms its dedication to quality and innovation but also strives to reshape perceptions and engage new audiences. With its bold and disruptive approach, this campaign is set to leave a lasting impression, not only on the world of fashion but on the minds of consumers.
While the company continues to transform and engage with its audience on new levels, all eyes are eagerly awaiting the arrival of Christmas and the debut of their partnership with Mother, promising even more excitement and creativity in the world of retail fashion.
What’s more, with sustainability at the forefront of their menswear efforts, M&S is also making strides toward a more eco-conscious future, aligning with the values of today’s socially and environmentally conscious consumers.
And finally, the campaign is a beacon of change, representing a brand that is not afraid to challenge the norm and redefine menswear in the 21st century.
