Marks & Spencer has increased its stock of women’s clothing in smaller sizes after a surge in sales left gaps in the shelves.
Stuart Machin is the chief executive at the high-street stalwart. He said that, three years ago, about a fifth of its seasonal items were in sizes six to ten. That number has now increased to 35%, as “fashion and styles [were] resonated with a new customer group.”
Sales of smaller sizes are now about 23%, up from around 20% just three years ago.
Machin responded to a complaint made by a customer at the retailer’s annual meeting that there weren’t enough smaller sizes available. He said that he personally checked the orders for smaller sizes and that “if we sold out in the autumn/winter, we will be doing well”.
The growing popularity of M&S amongst shoppers aged 20 to 40, who are generally slimmer.
M&S stocks clothing for women in sizes six to 24. A spokesperson said: “We are not moving away larger sizes. It’s about responding better to the demand and ensuring we have the correct size mix and availability for our customers, which is something that we haven’t done right always.”
Machin reported that in May, more women under 30 years old were purchasing M&S lingerie, than ever before. This helped to boost the market share of this product category by 38%.
This broader appeal helped the revitalised retailer gain more than 1,000,000 extra shoppers, and boost profits by 41 percent in the year ending 30 March.
It has used social media to reach out to a younger generation of customers and improve its fashion credentials. The retailer also trained its staff as influencers. The retailer has also used younger names in its advertising campaigns such as Zawe Ashton and Sophie Ellis-Bextor.
It was also important to tie-ups with celebrities like Sienna Miller. The 42-year old actress is known for her stylish style. M&S stated that Miller’s 10 size was the most popular and that 32% of its spring/summer campaign items were in sizes six to 10.
Six of the 19 items in the Miller’s Collection are currently sold out on the M&S site in sizes 6 to 10.
Pippa Stevens, senior clothing analyst at GlobalData said M&S’s move to stock outside brands like Nobody’s Child, Sweaty Betty, and other labels on its website helped increase its appeal among younger shoppers, while its own-label clothes now have “more fashionable shapes, prints, and designs”.
She said it could also be because a greater number of older shoppers are now “more trim” and “more conscious of exercise and healthy food”.
Machin also revamped M&S food stores to appeal more to young families. The Essential range includes cheaper basics in larger packs, and there are enough items for a complete weekly shop.
M&S held its annual meeting in Paddington, but the number of attendees was much smaller than it used to be. Back then, shoppers would often criticize the company over things like sleeve length, knicker elastic, and other issues.
M&S held meetings online during the pandemic but now says it is committed to a hybrid setup.
The retailer was forced to defend the use of agency workers such as cleaners who do not receive a minimum wage that is comparable to the wages paid directly by M&S.
Machin and M&S chairman Archie Norman defended the decision to reduce the lifetime staff discount. M&S had offered a 20% discount to employees who had served the retailer at least for ten years. However, on July 1, M&S extended the service period from ten years to 25.
Machin announced that he made the change after noticing that 50,000 customers who left M&S could claim a discount. He said this was affecting profits.
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