×
175
Fashion Jobs
AESOP
Retail Consultant | Part-Time (30 Hours) & Full-Time | Aesop City of Stockholm
Permanent · STOCKHOLM
ASICS
Sales Representative
Permanent · Stockholm
PUMA
Senior Key Account Manager Sportstyle Nordic
Permanent · Solna
H&M
Global Head of Marketing h&m Sport
Permanent · Stockholm
H&M
Project Leader For Material Certification And Material Trademark Within Group Compliance
Permanent · Stockholm
PUMA
Project Manager IT Sap
Permanent · Solna
PUMA
Senior Manager Merchandising Puma Golf Europe
Permanent · Solna
H&M
Art Director – h&m Group Communications
Permanent · Stockholm
H&M
Data Analyst to Predictive Analytics Team @h&m Business Tech
Permanent · Stockholm
H&M
Data Analyst to an Inventory Optimization Team in Business Tech
Permanent · Stockholm
H&M
Business Minded Data Specialist to h&m Group
Permanent · Stockholm
H&M
Scrum Master (Service Now) to Support And Operations Toolings Team at h&m Business Tech
Permanent · Stockholm
H&M
we Are Looking For Business Intelligence Analysts to Group Expansion, h&m
Permanent · Stockholm
H&M
Business Intelligence Analyst
Permanent · Stockholm
H&M
Cyber Security Trainer
Permanent · Stockholm
H&M
Security Advisor
Permanent · Stockholm
H&M
h&m is Looking For a Business Expert For Allocation Precision
Permanent · Stockholm
H&M
Power bi Specialist to Kpi Dashboards Within Business Tech
Permanent · Stockholm
H&M
ai Learning & Development Manager
Permanent · Stockholm
H&M
Import-Export Manager to h&m Distribution Centre in Eskilstuna
Permanent · Eskilstuna
H&M
Scrum Master to Support & Operation Tooling, Monitoring & Insights Team at h&m Business Tech
Permanent · Stockholm
H&M
Business Expert Full-Stack 3d Garment Specialist
Permanent · Stockholm
Published
Jul 7, 2021
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

M&S puts big push behind mega back-to-school season

Published
Jul 7, 2021

With the Covid-linked disruption of the past 16 months finally nearing its end, retailers are gearing up for a mega back-to-school (BtS) season this summer. And M&S is putting extra support behind its BtS offer as it targets consumers who are fundamentally different from those of two years ago.


M&S



Since the last ‘proper’ BtS season, consumers have been through a major public health emergency and have emerged with a greater focus on sustainability. Now M&S has just launched a new campaign that highlights the sustainability credentials of its “super-durable, ‘hand-me-downable’ Back to School offer which is all 20% off”.

It follows the earlier news of a brand partnership with footwear label Clarks for BtS.

The company said the campaign is about school uniforms for people “who are anything but [uniform]” and sees it communicating to M&S’s customers “the trusted-quality value and sustainability credentials of the 2021 range”.

Not that the sustainability angle is completely new to the retailer as it became the first major UK store to sell kids’ clothes made using organic Fairtrade cotton as far back as 2006. 

But it said that “during the pandemic, consumers have become even more conscious of the impact of clothing on the environment and over 50% of M&S customers surveyed say they have become more aware of sustainable clothing options during this time”.

So it’s focused on product for 2021 that’s “more sustainable than ever” and “kinder to the planet” with its claims “backed up by robust evidence compiled by M&S’s expert Plan A team including individual certification claims for specific product call-outs throughout the offer, so parents can shop with confidence”.

This year, the company is switching to organic cotton across all knitwear, jersey, and sweats in its uniform offer. And it’s introducing both sustainably sourced viscose, sustainably sourced trims (including sewing thread, buttons, and interlining) and more recycled polyester than previous years. It sells 2 million polos a year so “has selected this as the hero item of the range, creating its most sustainable polo ever”.

It all makes good commercial sense with BtS being the third biggest retail event of the year and “following more than a year of disruption, this back to school season will be an important moment for many families,” it said.

The BtS deep dive is part of M&S’s ongoing focus on kidswear as part of a strategic shift from 'special occasion’ to “everyday style & value” for kidswear. It said it’s “driving frequency of shop through creating a more relevant offer and market share is +0.5% vs pre-pandemic”. 

Copyright © 2022 FashionNetwork.com All rights reserved.