The supermarket has been on a transformation journey in recent years to appeal to younger consumers, including a huge push on social media
M&S has promised to sell fewer “skimpy” clothes after getting complaints from some older customers.
The supermarket has been on a transformation journey in recent years to appeal to younger consumers, including a huge push on social media.
The high street giant has started using online influencers to promote its clothing, including Chicken Shop Date presenter and YouTube star Amelia Dimoldenberg.
M&S boss Stuart Machin this week hailed its strategy, and said the company has successfully “dumped the frump” – in reference to a comment made in 2016 by its then chief executive, Steve Rowe.
But he warned “we have to be careful” after he was recently approached by a 75-year-old customer in an M&S store, who complained that all the dresses were “sleeveless” and “a bit skimpy”.
He told the company’s Annual General Meeting this week: “Even my mother, who’s a stylish 78-year-old, said to me the tops are getting a bit short. And we’ve researched this with our customers, we’ve heard it.“
In response to the complaints, he said that the clothing in M&S’s upcoming Autumn/Winter collection will “cover the tum, cover the bottom and cover the top of the arm”.
It comes as the iconic British brand is set to make its debut at London Fashion Week, as it celebrates 100 years in the fashion industry.
M&S will showcase a collection of “see now, buy now” womenswear and menswear at the event in September. This means the range will be available for shoppers to buy online and in flagship M&S shops across the UK.
The retailer turned the pit lane at Silverstone British Grand Prix into a catwalk for a fashion show over the weekend.
And the company is taking over a warehouse from Asos which is set to be one of its largest distribution centres when it opens in 2027.
Meanwhile, M&S has said it is taking action across its food stores to cope with extreme heat after “struggling” in last month’s searing temperatures.
Mr Machin told shareholders that fridges in some of the firm’s stores and foodhalls broke down because of the recent heatwave.
He said the group was reviewing its refrigeration and investing in new equipment to deal with even higher temperatures in the future.
Mr Machin said: “There’s no doubt we were struggling in those nine days of extreme heat. Now we’re investing in equipment in our stores to deal with temperatures of 45C. We’re reviewing all our refrigeration as well.”
