M&S Admits 'Skimpy' Clothing Trend May Have Gone Too Far

Marks & Spencer boss Stuart Machin has acknowledged that the retailer may have “gone too far” with its “skimpy” clothing designs, pledging to offer more modest options to customers. The comments, made at the company's annual general meeting, come as M&S prepares to make its debut at London Fashion Week in September.

Machin stated that the business needs to be “careful” not to alienate customers as it aims to appeal to a wider age range. He noted that feedback from older customers, including his own mother, indicated a desire for less revealing attire.

"We should be the home for classic style. It doesn't have to just be fashion, and we have to be careful," Machin told shareholders. He shared an anecdote about a customer who complained that M&S dresses were too short and “a bit skimpy” compared to a longer, more modest dress from a competitor. He also mentioned his 78-year-old mother's observation that tops were becoming shorter, a sentiment M&S has confirmed through customer research.

For the upcoming autumn/winter collection, Machin assured that clothing would be designed to provide more coverage, specifically mentioning that items would "cover the tum, cover the bottom and cover the top of the arm."

The retailer has focused on appealing to a younger demographic, with marketing investments in social media and collaborations with influencers like Amelia Dimoldenberg. Machin confirmed that M&S is attracting more customers in their late 20s and early 30s, which he described as positive news. However, he stressed the importance of balancing this with the needs of the existing customer base.

M&S has previously undergone a style overhaul, described as "dumping the frump," which involved initiatives such as fashion ranges with celebrities like Sienna Miller, to enhance its style credentials and attract a broader shopper demographic.