M&S Frazzled Cafés

I have read a lot of reports in the past couple of days about M&S's introductory 'Frazzled Cafés' and intrigued by the concept, decided to do some further research. With a celebrity endorsement at the core of its initiation, comedian Ruby Wax will host fortnightly sessions in 11 stores in which attendees will drop-in to tell their stories and seek solace from their 'frazzled' minds. While on the one hand, I appreciated the encouraging steps that the brand has taken here to discuss mental health and remove its stigma, I was also drawn to consider the motives behind the brand's decision. Why does M&S, of all brands, feel so right to carry out such a big responsibility and pioneer such a brave new strategy? 

Having gathered a wealth of primary research from my trip to the M&S Archives, as well as further research conducted throughout my critical journal as I have tracked the brand's stance in the market and in support of my business feature article for the Fashion Writing and the Industry module, I know M&S to be a wholesome, family-orientated brand with a long legacy of innovative technologies and quality products. While it's brand image has often been obscure throughout the decades and its direction isn't especially clear, I believe that M&S is on the right path now, thanks to the decisions made by management this year, to becoming a more reputable and distinct brand on the UK high street. 

The decision to openly support mental health by offering their own unique service couples well with their Plan A 2020 objective to become the UK's most sustainable brand. Social consciousness and a strong moral obligation are two elements which I believe play really well into a consumer's levels of loyalty to a brand and especially as millennials seem to be much more in touch with green ethics - helping to solidify their potential as a core target market who can continue to age with the company. I believe that Marks and Spencer's unclear target audience has been the cause of its decline in sales in the past decade, matched with a multitude of confusing and unnecessary sub brands. A bold move like this could be the saviour for the brand's damaged reputation.

Bibliography

• Cox, J. (2017, March 15). Marks & Spencer launches 'Frazzled Cafes' for people to talk about their mental health. The Independent. Retrieved from http://www.independent.co.uk/news/business/news/marks-spencer-frazzled-cafes-mental-health-people-talk-ok-daily-life-a7630661.html
• Wax, R. (2017, March 17). Ruby Wax: Why coffee shops are key to fighting mental illness . The Telegraph. Retrieved from http://www.telegraph.co.uk/women/health/ruby-wax-how-coffee-shops-are-key-to-fighting-mental-illness/
• Wood, Z. (2017, March 14). M&S launches mental health drop-ins as part of Ruby Wax project. The Guardian. Retrieved from https://www.theguardian.com/business/2017/mar/14/m-and-s-mental-health-ruby-wax--marks-and-spencer-frazzled-cafes