M&S Store Closures

Alexa Chung x M&S

The news has been released that Marks & Spencer will be closing a number of their stores across the country and transitioning many others from combined clothing and food into 'Simply Food' stores. Reportedly, 30 stores will shut completely in the UK and 45 full line stores will be downsized, according to the Independent (Z. Rodionova, 2016). 

Steve Rowe, M&S Chief Executive said of the plans:

"We committed to creating a simpler business with customers at its heart, and taking action to start to recover our Clothing & Home business and continue to grow in Food. These are tough decisions, but vital to building a future M&S that is simpler, more relevant, multi-channel and focused on delivering sustainable returns."

Initially, I was really surprised to hear that the M&S clothing & home sector has been underperforming the the extent that stores closures are considered necessary. I expected that, given the success of the Archive by Alexa collections with the second one released just last week, the sales figures and popularity of clothing at M&S would have benefitted greatly. Since reading Steve Rowe's comments on the overhaul of the UK's M&S stores, I can understand why he feels that a 'simpler business' would benefit the M&S brand in the future. While I often visit M&S stores to find so many garments that I like and would wear, I personally don't think to visit a store purposely to buy an item of clothing. The lack of identity that M&S possesses regarding its clothing is certainly damaging because no clear target consumer can identify with the clothing or promotional strategies instigated. I imagine that the lack of clear target consumer often causes issues with garment design - should the garments be targeted to a younger or older person? Social media has predominantly been used to promote the Archive by Alexa collections but the brand's other lines are overlooked. 

John Ibbotson, director of the retail consultancy Retail Vision, said:

"Today's younger shoppers simply don’t have an emotional bond with M&S clothing, and older people are losing it. As a result, they're shopping elsewhere, whether at Next, New Look, Primark and other affordable luxury brands."

I would agree with this statement. While I'm aware of Marks & Spencer's significant heritage and history in the UK, the thought of shopping there reminds me of visits with my grandparents 10+ years ago. Excluding the Alexa collaborations, there is nothing promotionally current about the brand's clothing so while they may stock items which young people like, the awareness isn't there. By executing cuts to the UK stores, perhaps a more streamlined approach can be taken to gain control of the retailer's marketing strategy. 

• Rodionova, Z. (2016, November 8). Marks & Spencer to close 60 clothing and home stores. Independent. Retrieved from http://www.independent.co.uk/news/business/news/marks-and-spencer-stores-to-close-turnaround-plan-a7403976.html
• WGSN (2016) Alexa_Chung_M_S [Photograph]. Retrieved from http://www.wgsn.com