Marks & Spencer launches first menswear campaign in eight years to attract “new, lapsed and younger” customers

Marks & Spencer has launched its first dedicated menswear campaign since 2015 as part of its ‘Anything but Ordinary’ message.

It aims to "challenge existing male perceptions" and target a new and younger audience, as well as reintroduce its style offer to "lapsed" customers.

Shot at the Salford Lads’ and Girls’ Club in Greater Manchester, and set to New Order’s ‘Ceremony’ track, the campaign is supported by a full marketing plan which includes targeted video on demand, OOH, paid digital and social, influencer partnerships and "owned channel takeovers" across social, website, app and stores.

Mitch Hughes, Menswear Director at M&S, said: "We’ve spent a lot of time understanding our menswear customer – from his shopping habits to his style preferences. As our first standalone campaign in more than eight years, we wanted to show up with confidence and really reinforce the journey we’ve been on to elevate our style credentials.

"We’re really proud of the collections and we can’t wait to see and hear the reaction from customers in the all-important Autumn/Winter season."

Anna Braithwaite, Clothing & Home Marketing Director at M&S, added: "Our single most important focus in marketing is to drive style perceptions - not just for womenswear, but for menswear too.

"Due to the strength of our menswear collections and the work Mitch and the team have done, we had the opportunity to drive reappraisal through a dedicated and visually arresting campaign.

"To reach new, lapsed, and younger audiences, we knew we had to create something that would challenge the existing male perception of M&S and take it to where we know our audience is consuming content and most engaged. As a result, we have a campaign that’s bold, disruptive and embodies the attitude and style of today’s menswear customer."

As M&S "continues it style perception journey", it wants the campaign to inspire menswear customers with outfitting ideas and different ways to wear key pieces throughout the season, with a focus on smart separates, versatile wardrobe staples and elevated outerwear.