M&S launches waistcoat campaign in support of England football team

By

Barbara Santamaria

Published
Jul 9, 2018

Marks & Spencer has quickly reacted to the ‘Gareth Southgate Effect', which has sent the country into waistcoat-wearing frenzy, with a social media and ad campaign in support of the England football team.

Sales of M&S waistcoats have gone up by 35% since the World Cup started, with Southgate, the manager of the England national team, driving the trend.

Marks & Spencer is capitalizing on this momentum, and its position as the official tailor to the England team, with a social media campaign asking Facebook, Twitter and Facebook users to share celebratory photos with the hashtag #luckywaistcoat and the slogan 'Bring it Home'.

It also created a National Waistcoat Day on Saturday 7 July ahead of England playing in the quarter-finals against Sweden, and ran full-page newspaper ads with an image of Southgate wearing a navy blue M&S waistcoat.

The company is prepared for an expected increase in demand with 57 different waistcoat styles and prices starting at £19.50.