M&S makes big push into activewear with Goodmove launch

Marks & Spencer is fighting for relevance in the troubled UK fashion retail market with the launch of a new push into the booming activewear segment.

The British department store has presented Goodmove, a new activewear range for busy family-age customers spanning everything from performance wear for sports enthusiasts to innovative outdoor outerwear.

The retailer is looking to build on its sports bra authority (it holds a 25% market share there), and grow in other categories such as athleisure, which continues to outperform the overall clothing market.

“Activewear has become a staple in today’s wardrobe – not simply because we work out more but because the nation is embracing a more casual and flexible way of dressing,” said Jill Stanton, M&S womenswear director. “Activewear really plays to M&S Clothing’s heritage strengths for fabric and product innovation and those features are at the heart of the range - from quick-dry fabrics to blackout technology on all performance leggings.”

Over 150 products are included in the brand new range, including several different styles of leggings, sweatshirts, the retailer’s ‘most sustainable’ trainers to date, gym bags and sports bras.

To support the launch, M&S is releasing a large-scale campaign featuring women from across the UK to act as ‘active advocates’. Going live across Facebook, YouTube, Instagram and Pinterest with shoppable posts from January 3, the campaign aims to have a bit of fun with the tagline ‘Goodmove – For However You Move’.

There will also be marketing content across the company’s website and stores, with further touchpoints, such as dedicated leggings experts, available in stores.

“As a marketing team, our starting point was for whoever you are, we want to help you get up and go and move the way you want and that’s driven a campaign that feels confident, fun and inclusive. Launching as the customer mindset has shifted to the New Year, we want to help the nation get moving in 2020 - with products designed for however customers choose to move - from a walk with the kids to a high intensity class at the gym,” Nathan Ansell M&S clothing marketing director, said.

Goodmove is available in sizes 6-24, with prices starting from £12 for a sports bra.

M&S makes big push into activewear with Goodmove launch

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