This week, Marks & Spencer will unveil its first ever cross enterprise underwear marketing campaign spanning throughout womenswear and menswear, ‘Make an Understatement’.
M&S has maintained its market main place in ladies’s underwear for over 5 years with a 39.5% share in bras and 1 in 3 ladies within the UK shopping for their knickers from M&S. Now, M&S additionally leads in males’s underwear with a 19.2% share of the market, +4.4% from 2021.
The marketing campaign, which is the primary males’s underwear marketing campaign for 10 years, delivers a recent, dynamic aesthetic, with a deal with modern design and on a regular basis model, underpinned by innovation and trade main experience. Bringing collectively womenswear and menswear, M&S is leveraging its market main place within the underwear class because it continues drive model perceptions and develop market share in its Clothes and Home-based business.
Marks & Spencer is launching its first cross-business underwear marketing campaign, ‘Make an Understatement’, spanning womenswear and menswear.
M&S leads the UK market in each classes, with 39.5 per cent in bras and 19.2 per cent in males’s underwear.
The marketing campaign highlights modern design, consolation, and innovation, that includes new 360 Flex expertise.
Launching February 20, it’s going to attain 183 million folks.
The revolutionary Males’s Autograph underwear vary includes briefs, trunks & boxers and options 360 Flex expertise with mushy and breathable modal-rich material. Accessible throughout a flexible, foundational palette of black, white, gray, navy and blue with seasonal updates together with olive, taupe, and smoky inexperienced, it’s designed to enhance the colourways within the lingerie kinds within the Ladies’s assortment, that are additionally accessible in black, white and navy alongside smoky inexperienced to inject some refined spring color.
Mitch Hughes, C&H Menswear Director, feedback: “The team and I are beyond excited to launch our first men’s underwear campaign in 10 years. As the market leader in the UK, it’s only right we continue to lead the way with elevated, everyday essentials that deliver style, comfort and quality to our customers. The powerful campaign and collection are all about providing the perfect fit and empowering customers to feel confident in making an understatement with their everyday underwear. That’s why, for the first time, we have introduced brand new 360 FlexTM technology to the range as well as updating our shapes and fits – including our new classic woven boxer as we see this trend for summer.”
Charlotte Davies, Lingerie Director, feedback: “We believe that self-expression starts with how you feel, and for many of us, that begins with the underwear we choose to wear. With our new campaign, we’re inviting customers to embrace simplicity, subtlety, and sophistication – showing you don’t need to shout to stand out. M&S underwear is about understated confidence, comfort, and an effortless style that feels as good as it looks”.
The ‘Make an Understatement’ marketing campaign launches on Thursday 20 February with product accessible for patrons to buy in retailer and on-line. Working throughout VOD, billboards, digital and social platforms, the marketing campaign will probably be unmissable, reaching an estimated 183 million folks throughout all channels. The OOH presence will dominate Edinburgh, Liverpool, London, Newcastle, Leeds and Manchester, with twin screens in Canary Wharf and Bond Avenue.
Word: The headline, insights, and picture of this press launch could have been refined by the Fibre2Fashion employees; the remainder of the content material stays unchanged.
