Marks and Spencer Cuts Prices in Bid for Younger Shoppers

Marks and Spencer has undertaken a strategic shift in its retail approach, reducing prices across multiple product ranges to attract a broader customer base. Stuart Machin, the company’s chief executive, identified a key issue last year when he noticed that the retailer’s competitively priced bras were not being sufficiently promoted. At £10, the M and S bra was half the price of rivals such as Uniqlo and was also more affordable than comparable lines at Asos and John Lewis. Now, high-visibility signs highlight this range in stores and the variety on offer has doubled. The company anticipates sales of two million units of its £10 bra this year.

The price reductions extend beyond lingerie. The childrenswear essentials range is now 40 percent less expensive than it was eighteen months ago. In womenswear, 40 percent of M and S denim is priced at £30 or less, a figure projected to rise to 60 percent by autumn. These changes come amidst growing pressures on household finances, with the retailer’s head of fashion, home, and beauty, John Lyttle, acknowledging the financial stretch facing many customers. As prices fall, questions regarding product quality have surfaced. Some recent customer reviews on Trustpilot reference instances of jackets losing filling and underwear becoming frayed. A minority of customers have also commented on the perceived drop in fabric thickness for certain denim products.

M and S continues to stand by its commitment to quality. A recent YouGov survey found that M and S retains the highest quality perception among UK clothing retailers. One quarter of their customer base considers their products to be market-leading for quality. The company seeks efficiencies through scale rather than compromising standards; its significant order volumes allow it to negotiate favourable terms with manufacturers, which smaller retailers cannot match. However, some industry experts warn that designs may become simpler in order to achieve these lower price points.

Competition is intensifying, particularly from value-focused retailers such as Primark, which currently holds a six percent share of the UK clothing and footwear sector compared to M and S at 4.6 percent. M and S is targeting customers aged 35 to 54 and is aiming to react faster to emerging trends while maintaining core wardrobe staples. The retailer is careful to distance itself from fast fashion business models and emphasises its pursuit of quality classic pieces that are continually improved.

External scrutiny has increased following reports from environmental groups highlighting the prevalence of M and S clothing in discarded textile waste in the UK and overseas. The retailer affirms it does not send excess goods to landfill or third countries and cites its recycling and repair schemes as evidence of responsible retail practice. M and S insists that value and quality are not mutually exclusive, describing its approach as a balance of longevity, versatility, and customer confidence in every product.

The strong customer response to the £10 bra, which maintains an average rating of 4.7 stars on the company’s website, demonstrates success in this strategy. M and S remains focused on delivering quality at competitive prices, although the coming years will test its ability to maintain these standards under sustained competitive and financial pressures.