Magazine article Marketing

Presswatch: M&S Womenswear - 'Autumn Collection'

Magazine article Marketing

Presswatch: M&S Womenswear - 'Autumn Collection'

Article excerpt

People who know me will say it is typical I have chosen to write about a fashion brand. When devouring the women's glossy magazines and weekend supplements, I always head straight for the fashion pages.

This M&S women's fashion campaign caught my eye for a couple of reasons. First, the clothes look fabulous and, second, they are shot brilliantly and blend perfectly with the fashion environment in which they appear. At first glance the ads could even be mistaken for a magazine shoot.

The media strategy also impressed me. The campaign runs in the upmarket glossy weeklies and the weekend supplements. Monitoring weekly sales figures is crucial for retailers and this campaign is as much about driving sales as changing perceptions and growing awareness.

Consecutive pages showcasing different creative executions have been booked within many of the titles to ensure maximum standout and to demonstrate the wide range of fashion available from M&S.

There is a real sense of both youth and elegance to the campaign helped by the models that appear in the ads: Twiggy, Erin O'Connor, Laura Bailey and Noemie Lenoir. The decision to use Twiggy shows that M&S still has something to offer the more mature consumer who may have recently become disillusioned with the brand. …

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