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How can M & S come back into fashion?



  Marks and Spencer store

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Mark Street, Marks and Spencer, has announced it will close 100 stores by 2022.

Falling sales – and switching to online shopping ̵

1; has made it harder to keep them all open.

So what can M & S do to avoid further closures and bring more people back into business?

We asked buyers, a trade analyst and a fashion blogger for advice.

The Younger Buyer: "Change the Store Layout"

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Bayley Freer mainly goes to M & S for food

" What I like? That's a tough question," says Bayley Freer.

She went in to look for shoes because she thinks that M & S "sometimes has things that can be pretty cool from a design perspective".

Alas, his shoes were too expensive. Bayley often buys food at M & S – but not often in fashion.

"I found one or two pieces that I liked, but in general I'm rather disappointed than satisfied with the clothes."

Sometimes it's the quality of the fabric, sometimes the colors are "off-kilter" and sometimes they have "weird details" if they stick to the classics.

Bayley also thinks the store layout needs to change: " It's a little depressing to go in and see racks and racks of shoes – it's a bit of a" warehouse. "I just buy something which is only part of a batch, a large amount. "

The Industry Veteran: & # 39; 50p Underpants & # 39;

Jeremy Schwartz worked at Coca Cola, News International, L & # 39; Oreal and Sainsbury & # 39; s. Until the end of last year, he was Chief Executive of the Body Shop – another brand that has worked hard, but has grown again. What would he recommend for M & S?

"Big, traditional brands simply look old-fashioned, slow, and lack the image of innovation," he says.

Management must overcome its fear of the Bold and make some big changes, adds Jeremy. "Transform the huge M & S clothing floors into dramatically discreet, characterful, personality-rich, independent stores to create an emporium of discovery."

Customers are looking for authenticity and modernity, for incredible value, but also for luxury.

Choose a specific product category and really go to town, Jeremy suggests to create a "Couture Palace" – but also to offer value basics, such as "50p underwear, which you can not help to your friends too tell."

"The alternative is slower or even accelerated decline," he warns.

The Retail Analyst: "Rationalization of Reach"

M & S has a very loyal customer base, but even they demand change, says Kate Hardcastle, founder of the retailer Insight with Passion.

She says for years customers have told the dealer to rebuild the basics like underwear, T-shirts and suits.

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Rex features and trademarks and Spencer

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The success of Alexa Chung suede skirt did not last

Kate also believes that she could learn from the success of the £ 10 food offer and her beauty advent calendar, which stands for "luxury at an affordable price". Why do not we offer more promotions in homewares and fashion?

And as far as fashion goes? "They were so deaf to their customers that their ties with celebrities like Alexa Chung were out of tune," she says. Alexa Chung suede skirt was a bit beating at the time, but Kate does not think the campaign worked in the long run.

"M & S is for the masses – but they need to streamline the bandwidth.Customers are still raving about a certain product – like black tights for the winter, their thermal collection or mens chinos and they should have their" magic "in it

Fashion Blogger – Introducing Personal Shopper

Stephanie Roper was a graduate manager for M & S after leaving the university 15 years ago. But her intolerance of creativity prompted her to join H & M after 12 months.

She still does not believe that M & S is doing it right: "A few years ago, waterfall cardigans were really hip – these are cardigans with a fabric wave. They are very good for concealing a belly." M & S has made it to death – in denim, satin, linen. "

" John Lewis, Topshop, Debenhams, all offer a personalized styling and advice on how to put together outfits. "M & S misses a trick, if not immediately start implementation, "she says.

Stephanie suggests that M & S could offer a classic collection of the perfect jeans, white shirt, cashmere sweater and trench coat in a limited range of classic colors – adding a piece to the archive every season.

Lingerie should be the strength of M & S, but Rosie Huntington-Whiteley, the "gossamer" supermodel to promote underwear, might deter the average buyer, she thinks. "I would team up with a plus-size blogger to show them that M & S thinks when you're 16, you're normal [to say] we'll find you the right bra and pants and celebrate your figure. "

The Tourists: "Bring it to America" ​​

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Pamela, Janet and Alexis attach great importance to coming to M & S on their visits from the USA

Janet, Pamela and Alexis from the US go to M & S each time they visit the UK. There does not seem to be anything they would change about the brand.

"Every time we come, we always come to Marks and Spencer on every visit," says Janet.

"There are a variety of things – the food, the clothes, everything is fine," says Pamela.

Alexis agrees: "The quality of the clothing is good, the quality of the food is good and the prices are right.

Janet adds," We are thinking of having dinner here. They have a nice dining area and everything is nicely packed. "

The only change they want is expansion." Bring it to America. "Says Alexis." I will be present for the opening. "[19659049]
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