Marks & Spencer has extended its Goodmove activewear to all of its UK stores as new research shows that 60% of customers plan to be more active over the summer.
The popular workout line was launched at the beginning of 2020 and at the start of this year it was extended into men’s and kids. In 2020/2021 M&S has already sold 1.6m Goodmove items, with around 5,000 of the bestseller – the Go Move gym legging at £25 – now flying off the shelves every month (60,000 a year).
In response to the strong demand, M&S is doubling the buy of its printed leggings from this month making Goodmove available in all 254 M&S stores for the first time. In addition it has expanded the range into new product areas including yoga earlier this year and a much bigger focus on walking & trekking, which will grow even further from Autumn 20/21. This follows success in waterproof products throughout the rainy third lockdown.
This summer the retailer will continue to drive awareness of the range with a marketing campaign that showcases the range’s innovation-led products, highlighting their style, quality, value, reliability and sustainability.
The campaign will run across all customer channels – from digital media to customer emails. With social an important channel for activewear inspiration, there will be a big focus on this aspect of the campaign. Athlete Revee Walcott-Nolan stars in the campaign.
New customer research shows that some 60% of M&S customers plan to be more active over the summer, having spent too much time sitting down during the pandemic.
Jill Stanton, M&S’s Womenswear Director said: “The growth of Goodmove has been phenomenal. Driven by a fantastic team and tapping into how customers have been living & working, it’s really gone from strength to strength. This summer we’re really focused on sharing with customers the great everyday style & value the range offers. With the offer now available in every store, and the choice of free next day delivery or click & collect, it’s now even more convenient for customer to shop Goodmove.”