Marks & Spencer struggled with an old-fashioned image, but now clothing has a tighter focus and it’s boom time for food and online
Identifying what customers really want when it comes to their wardrobes is a conundrum that has been plaguing Marks & Spencer bosses for decades. While the chain has had its eureka moments (that pink coat, which felt like it was better known than the prime minister in 2013 and a suede skirt blessed by model and style plate Alexa Chung) it has been locked in a long-running identity crisis.
A couple of years ago, the high street retailer was struggling, with clothing sales plunging amid a reputation for “frumpiness” and buying errors that meant those lines that were popular sold out. But now M&S has announced an impressive turnaround in profits thanks to its booming online and food retail offerings, while the decline in sales at its clothing and homeware business has narrowed to 1%.