Marks and Spencer Banking on Menswear Modernisation and Loyalty to Bolster Profits

When Stuart Machin attends M&S board meetings or visits stores, he is clad head to toe in Marks and Spencer apparel. At 55, the chief executive often jokes that he is the company’s most loyal menswear customer—and its sharpest internal critic. Machin recently challenged head of menswear Mitch Hughes to match the resurgent success of womenswear in his own department, underscoring the strategic priority menswear now represents for the retailer.

M&S currently boasts 9.2 million menswear shoppers, trailing only Next in the UK market. The business has increased its menswear market share to 10.4 per cent, up from 9.9 per cent a year ago. Its prowess is particularly evident in formal wear, having sold 585,000 suits last year and holding a commanding 20.4 per cent share of that niche. Yet, the board believes such figures are only the beginning and is investing in attracting more male shoppers.

Internal research reveals that one million men visit M&S stores to buy food but seldom venture into clothing. M&S has responded by modernising its menswear ranges and doubling the number of products launched this year—many featuring bolder styles and innovative fabrics such as stretch, showerproof and crease-resistant materials. The retailer is also enhancing its footwear and outerwear portfolios. These moves mirror successful strategies from womenswear, where modernisation and trend-awareness brought fresh appeal to new consumer segments.

The infusion of design talent is also reshaping M&S menswear. Under the direction of Callum Briggs, formerly of Hugo Boss, and Mitch Hughes, who joined from Boohoo and Topman, the Autograph range now attracts more under-45 customers than ever—55 per cent of its buyers are in this younger age group. Partnerships, such as the 2024 limited-edition men’s hat collection with broadcaster and ex-footballer Ian Wright, have further enhanced the brand’s street credibility and attracted fresh consumer attention. Viral content on TikTok is reflecting a rejuvenated public perception of the brand among men.

Gillian Ridley Whittle, a former M&S buying director, notes the transformation away from M&S’s old-fashioned reputation. The company now leverages trends without indulging in high fashion, balancing innovation with broad appeal. Loyalty also plays a pivotal role: research from Acacia Avenue finds six in ten men stick with the same clothing brands every year. Hughes is focused on deepening that brand trust with consistently modern but accessible offerings to keep male customers returning.

Interestingly, M&S Sparks card data shows two thirds of menswear purchased online is done so by women, with overall female-driven buying well above the industry average. Thus, the ongoing reinvigoration of M&S’s womenswear division remains a crucial catalyst for menswear demand. Nevertheless, retail analysts highlight the calculated introduction of new styles in menswear as a key reason for recent gains. As Machin notes, the relentless focus on deleting the outdated and keeping the range fresh means M&S may not always lead the fashion pack, but it has firmly set itself on a profitable course in modern British retail.