M&S has launched a new Instagram channel dedicated to men’s style as it seeks to embrace the fact that social media is now the number one influence among men aged 18–34 buying clothing, according to a survey by the retailer.
With the launch of M&S Man the retailer wants to build on its 10.4% share of a £10.75bn UK menswear market. The new channel will include styling tips and a closer look at the latest collections.
Since 18-34 year olds are also twice as likely to be influenced by fashion seen on social platforms or through celebrity collaborations M&S will also be ramping up its menswear ambassador programme.
New menswear ambassadors
It will include more from existing collaborators Spencer Matthews, Ian Wright, Vernon Kay, Olly Murs and Melvin Odoom, as well as new faces including motivational speaker and former Love Island contestant Scott Thomas and style influencers Stanley Dru, Tim Dessaint and Nathan Griffiths.
Mitch Hughes, director of menswear at M&S, said: “We are building our authority as a voice in men’s style and doubling-down on our ambition to become the go-to fashion brand for men.”
“Through M&S Man and by partnering with some of the UK’s most stylish men, we’re broadening appeal and reaching a new generation of customers.”
The retailer is also introducing more style options this Autumn/Winter with around 1,800 new menswear options dropping each month, up by more than 200 on last year.
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