Marks & Spencer achieves best ever style perception scores as it unveils AW25

Marks & Spencer's revived fashion offer is resonating as the retailer reveals it has achieved record style perception scores among consumers alongside the unveiling of a confident AW25 collection. 

According to latest YouGov data, style perception scores have increased year-on-year across Womenswear, Menswear, Lingerie and Kidswear, with Womenswear achieving its highest-ever style ranking with UK shoppers aged 18-34 and 35-54. M&S has been injecting fashionability and quality across its ranges to broaden appeal and attract younger fashion lovers.

Womenswear director Maddy Evans said of the results: “We’re pleased to see Womenswear achieve its highest-ever style rankings, particularly with the 35–54 customer - a clear sign our focus is landing, and our ranges are resonating with more people, more often.

“But it’s important that we keep up the momentum so this season we’re supercharging newness across the board: from dresses and partywear through to denim, knitwear and outerwear. We’re investing in fabrics, silhouettes and trend-led pieces our customers want; while still delivering the value they trust us for.”

Fashionability and newness

Marks & Spencer is driving style through more modern fits and a greater degree of newness in its, range. Some 475 Womenswear options will appear every month under its ‘first bite’ strategy and there has been +200% seasonal increase in newness across Menswear.

Key categories include dresses across the spectrum, and this season marks the third consecutive year of Christmas partywear investment, with M&S now claiming the number two position in the market. Outwear remains crucial with statement styles, such as cape coats, bombers and reworked heritage checks, introduced for AW25.

In menswear, M&S has increased depth of buy to grow share among the 35–55 customer and expanded the online range by 10%.

Driving value

As well as fashionability, M&S has also been working to drive value into its ranges by sharpening its price architecture while continuing to raise the bar on quality, fit and finish.

In women's denim it has strengthened its £30-and-under offer, with depth of buy behind best-selling barrel-leg jeans, while in knitwear it has continued to invest in core lines, such as the £20 Air Crew and Cashmillon, alongside great-value newness like the £26 'Hairy Crew'.

Across menswear it has introduced competitive pricing on premium leather, suede and has expanded its Selvedge denim range at market-leading price points (from £70).

In addition it has reduced prices by up to 40% versus last year across its kids’ daywear range as part of its 'first price, right price' strategy. For instance joggers are now £5 versus £9 a year ago.

Quality: natural fabrics and innovation

M&S has been deploying more premium fabrics throughout its ranges with investment in velvet, lace and satin up by 50%, along with more embellishment year-on-year in Womenswear, alongside the expansion of Italian and Japanese Selvedge denim in Menswear.

Innovative new materials are also being used, such as men's puffers with updated shaping and quilting, plus synthetic-filled jackets featuring Thermowarmth technology and three levels of Stormwear water resistance.

Lighter weight jackets with weather-responsive fabrics and clever layering solutions for the UK climate have also been introduced.

Director of menswear Mitch Hughes said: "We’re laser-focused on being the go-to brand for men with sharp, relevant and reliable product. Over the past year, we’ve strengthened our value proposition by delivering on price and quality – because value at M&S isn’t just about price, it’s about clothing that’s well made and made to last.

“We’ve sharpened opening price points on everyday essentials while raising the bar on fabrics, fit & finish, and innovations. Deeper buys on hero lines, expanded options in premium materials such as leather, suede, and Selvedge denim ensure we offer style and quality that customers can rely on, at a price they trust. For AW25, we’re being bolder than ever with more newness and trend-led lines, making this our most confident Menswear collection yet."

The retailer is targeting further growth across all key markets in fashion, including more niche categories, said Managing Director for Clothing and Home John Lyttle: “We’re building on this momentum this Autum by offering customers more newness, more choice and more inspiration across every category – from our heartland categories like denim and knitwear, to growth categories such as footwear and sleepwear.”