Marks & Spencer reaffirms ‘Trusted Value’ strategy to guide fashion through 2026

Marks & Spencer has reiterated its focus on “Trusted Value” as part of its ongoing strategy in fashion, home and beauty, outlining how the approach will guide the business this year.

John Lyttle, Managing Director for Fashion, Home & Beauty at M&S, said the concept is intended to reflect a long-standing emphasis on product quality, durability and sourcing alongside price. He said the retailer views value as broader than cost alone, encompassing how products are made and how long they last.

The comments follow YouGov data indicating that M&S ranks highly among UK retailers for perceptions of style, quality and value. According to the company, these metrics have been tracked since 2018 and show a steady improvement in value and quality perceptions over that period.

Lyttle said the data suggests customers believe the retailer is striking an appropriate balance between quality and price.

"Trusted value isn’t something we declare. It’s something our customers tell us we’ve earned. And we’re only as good as they say we are. That’s why our approach to Trusted Value runs through every part of our business, from design to sourcing, from fit to product testing," he said.

At the start of the year, M&S launched its “Value You Can Trust” campaign, which highlights selected products across clothing categories.

Lyttle cited examples including £30 barrel-leg jeans in womenswear, available in multiple colours and leg lengths, and £30 men’s supersoft jumpers containing wool. The retailer also pointed to price reductions on more than 100 kidswear essentials last year, alongside its one-year guarantee on children’s clothing.

Other examples referenced included cotton nightwear starting from £12 and the £10 Jasmine Lace Bra, which has been expanded into additional colours and fits, including maternity and post-surgery options.

Looking ahead to 2026, Marks & Spencer outlines three guiding principles for its fashion and home business.

The first is a continued focus on quality and responsible sourcing. The department store said that all cotton used in its clothing now comes from more responsible sources and that it is aiming to source 100% of its polyester from verified recycled materials by the end of this year, up from 91% currently.

It forms part of its wider Plan A commitment to transition all raw materials in fashion and home to more sustainable alternatives by 2030.

The second principle centres on "clear and consistent value communication", with the company stating that it wants pricing and product information to be straightforward and easy for customers to understand.

The third focuses on supporting customers during ongoing cost pressures. M&S said it views Trusted Value as a long-term commitment rather than a short-term campaign, influencing how products are designed, sourced, priced and communicated.

"As we look ahead, our focus is simple: Create products people love. Price them fairly. Deliver quality customers can feel - and trust," said Lyttle.