M&S released a statement today that Alexa Chung is involved in launching a collection for the high street brand. The 31 pieces will go on sale later this year and including archived pieces which Chung has revamped into modern items.
The company have just appointed a new CEO Steve Rowe to take over its operations in April once the current CEO leaves. It needs a bit of help as figures show that the company isnt as relevant as it once was. In 2005, the company held over 10.7pc of the clothing market in the UK and today, its only 8.7pc. Two decades ago, the company accounted for 20% off the clothing sold in the UK which means that it stands as half today.
Chung is a good fit for M&S after she boosted their sales by wearing a suede skirt last year. Some women adore her style which means that her line will likely be a success. But how much of this will create lasting customers?
I have to admit that my idea of clothing in M&S is that it caters for older women. I love the food hall although, I don't actually buy thing in it. I just cannot afford to. Simple as. I feel this way about the clothing. It caters for an older person who just doesn't have the limited funding that I have. If I am going to splurge on something then I want it to have that 'cool' factor and be a little edgy. Edgy is something you could not accuse M&S of.
This is a difficult task.
Changing a retailer's image from the one it has to a new more 'cool' one but without loosing your core customer. Too much of retail aims at an older client so how can we aim at both? It will be interesting to see how the company makes this happen. I believe its a good hire in Chung as she will appeal to both markets.
However, I'm still not sold myself.
0 Yorumlar