Marks and Spencer has launched its ‘Anything but Ordinary’ Autumn Menswear campaign – its first standalone menswear campaign since 2015.
The targeted campaign aims to drive style perceptions and reach new customers, marking a significant milestone for the category.
M&S is supporting the release with a full marketing strategy which includes paid digital & social, influencer partnerships as well as owned channel takeovers across social, website, app, and stores.
As the upmarket 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.
The range has a focus on easy-to-style smart separates, versatile wardrobe staples and elevated outerwear.
Last month, Marks & Spencer revealed that it was swapping plastic carrier bags for paper ones in all stores.
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Menswear Director at M&S, Mitch Hughes said: “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.”
Clothing and home marketing director at M&S, Anna Braithwaite said: “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 and the team have done, we had the opportunity to drive reappraisal through a dedicated and visually arresting campaign.
“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.”
She added: “As a result, we have a campaign that’s bold, disruptive and embodies the attitude and style of today’s menswear customer.”
The news comes as M&S is cutting the price of over 200 products as part of promise to deliver trusted value for its 30 million customers.