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M&S launches first dedicated menswear campaign in eight years

As part of its wider ‘Anything but Ordinary’ campaign, M&S has launched its first standalone menswear campaign since 2015 with the aim of changing style perceptions and to reach new customers.

“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 [Hughes, Menswear Director at M&S] and the team have done, we had the opportunity to drive reappraisal through a dedicated and visually arresting campaign,” explained Anna Braithwaite, clothing & home marketing director at M&S.

“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.”

The campaign is supported by a full marketing plan which includes targeted video on demand, OOH, paid digital & social, influencer partnerships as well as owned channel takeovers across social, website, app, and stores.

The UK Top 500 leading retailer continues it style perception journey, M&S wants the campaign to inspire menswear customers with outfitting ideas and different ways to wear key pieces through the season; with a focus on easy-to-style smart separates, versatile wardrobe staples, elevated outerwear & tonal dressing all underpinned by the quality and innovation M&S is known for.

Hughes added: “We’ve spent a lot of time understanding our menswear customer – from his shopping habits to his style preferences. 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. 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.”

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