M&S Rebrands to Capture Younger Demographic

Marks and Spencer (M&S) is experiencing a resurgence in popularity among consumers under 35, a demographic that previously viewed the retailer as outdated. This shift is attributed to a strategic rebranding effort that emphasizes contemporary styles and quality craftsmanship, allowing the brand to appeal to both younger shoppers and its established customer base.

Chioma Nnadi, head of editorial content at British Vogue, noted a "fresh energy around the brand," which has been bolstered by a new marketing strategy, including M&S's inaugural London Fashion Week show. The event showcased a collection inspired by the brand's archives, aiming to bridge the gap between immediate consumer desires and seasonal fashion cycles.

"For a long time M&S had this fusty reputation - it was less valued by younger people," Nnadi told the BBC. However, the recent fashion week presentation featured 43 womenswear and 10 menswear looks, including faux fur jackets, satin jumpsuits, and sequined dresses, designed to appeal to a fashion-forward audience.

Lisa Illis, M&S's head of womenswear design, explained the rationale behind the fashion week show: "They wanted to do this because of the immediacy of seeing something and being able to own it and wear it, rather than waiting six months." The runway also emphasized inclusivity, featuring a diverse range of models in age, size, and gender.

Experts suggest that M&S's appeal to younger consumers aligns with changing shopping habits. Farron Clark, a 26-year-old brand strategist, observes that the trend of "wear-it-once fast fashion has declined" as consumers increasingly seek versatile, high-quality pieces for capsule wardrobes. "As a group we've changed our shopping habits and M&S slots into that," said Perrie Sian, a prominent fashion influencer. She added that shoppers are "willing to spend a little bit more" on items that are durable and made from natural fibers.

Clark further noted that M&S is incorporating current trends such as "funnel neck [styles] and barrel jeans," making them accessible to a younger market. The brand has also focused on collaborations with emerging designers, like Marco Capaldo of 16Arlington, and stylists, such as Melissa Holbrook-Akposoe, to enhance its fashion credibility. These partnerships are seen as more effective than broader, less focused collaborations undertaken by other brands.

Following a cyber attack in 2025 that impacted sales, M&S's market share in fashion, home, and beauty for the 2025-26 period stood at 10.2%. Despite this, the company has been investing in its retail spaces, creating environments that Nnadi described as "accessible luxury" and "welcoming, new and fresh." This physical store experience is becoming an attractive activity for younger shoppers, with Clark stating, "Getting an iced coffee and having a walk around M&S with my friends is the perfect Saturday."