Marks and Spencer has announced a shift in its womenswear offering following complaints from older customers about clothing being too revealing. The retailer, which operates stores in Birmingham and Solihull, will tone down its 'skimpy' ranges in response to feedback.
CEO Acknowledges Feedback
Chief executive Stuart Machin told the company's Annual General Meeting this week that there were 'lessons learned' after customer complaints. He noted that social media advertising has attracted a 'slightly younger type of customer' in their late 20s and early 30s, but cautioned: 'That's good news, but we have to be careful.'
Machin recounted being 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 added: 'Even my mother, who's a stylish 78-year-old, said to me the tops are getting a bit short.' The company has since researched the issue and heard similar concerns.
Changes to Autumn/Winter Collection
In response, Machin confirmed that the upcoming Autumn/Winter collection will be designed to 'cover the tum, cover the bottom and cover the top of the arm'. This marks a deliberate move away from the more revealing styles that had drawn criticism.
M&S at London Fashion Week
Despite the adjustments, M&S continues its style revival, confirming it will debut at London Fashion Week this September. The retailer will showcase a 'see now, buy now' collection of womenswear and menswear, available immediately online and in flagship stores across the UK. This debut coincides with M&S reaching a century in the fashion industry.
