M&S kicks off most 'extensive' fashion brand campaign featuring new strapline

Marks and Spencer has kicked off one of its most "extensive" brand campaigns for fashion, comprising six TV spots and a "wealth" of digital content as it looks to turn around its non-food business.

M&S: rolling out new brand campaign
M&S: rolling out new brand campaign

The retailer has launched the campaign today with a TV spot that aims to highlight the craftsmanship of its clothes, with product shots designed to "capture" and "mirror" the design and manufacturing process.

The campaign introduces the new strapline: "Only one store does it like this" and focuses on whole product categories, rather than individual lines to create greater synergy across the brands.

We wanted to create a distinctive and consistent voice that creates a more joined up journey

The Autumn campaign aims to communicate the style of M&S products and will break today across 50 international markets. Across the season it will consist of six TV spots. 

Marketing director Patrick Bousquet-Chavanne said the campaign echoes its popular 'Adventures in Food' campaign in its showcase of "our expertise, our creativity, our quality and the passion in a very stylish and cutting edge new format."

"We wanted to create a distinctive and consistent voice that creates a more joined up journey... and bring our food and fashion world much closer together," he said, with the campaign aimed at targeting a dual audience of 30+ and 50+ men and women. 

"This is one of the most extensive fashion campaigns that we have ever done," he told Marketing, adding it was harnessing an always on approach for fashion in the run up to Christmas, though he wouldn't disclose how much was being invested in the launch. 

"I’ve been on a mission to unite our fashion and food... I wanted to make sure we have an expression of our fashion with the same energy, creative strengths and confidence under one brand."

He said the campaign was about embracing the "confidence" of fashion at M&S and driving footfall to its fashion business, whilst staking its claim as a fashion "leader."