Leading Ladies from M&S

Marks and Spencer’s has had a lot of press coverage saying the company has been struggling this past decade, not meeting customer expectations.  They have been accused of losing their way and failing to respond to the needs of its customers. 

Officially launched September 3rd M&S are responding with a campaign called ‘Leading Ladies’.  New adverts feature a dozen successful women, considered at the top of their fields.  They include Nicola Adams, Darcey Bussell, Tracey Emin, Monica Ali, Dame Helen Mirren, Laura Mvula, Hellen Allen, Jasmine Whitbread, Katie Piper, Karen Elson Ellie Goulding and Grace Coddington and all ad’s have been shot by Annie Leibovitz.

The concept is that successful women or “Leading Ladies” will want to remain fashionable as they mature and M&S will help them do that.  “We wanted this campaign to signal a new and confident tone of voice,” said Patrick Bousquest-Chavanne, executive director of marketing and business developments at M&S

It will be interesting to see how women respond to the campaign and whether customers will return.  Speaking to my mum and nan on their thoughts behind the campaign they think that whilst some of the styles have gone adrift this is still a shop where they get good customer service and fair quality at a fair price.  Its somewhere they have always popped into and still regularly purchase basic items.  So if they can get their act together and tempt them with more stylish fashion choices, they’ll be picking up more that their regular tights, socks and food items.