M&S expands Goodmove activewear to menswear and kidswear

Marks & Spencer
The new kids collection

Marks & Spencer is growing its popular Goodmove women’s activewear range to include both menswear and kidswear in 2021, as it puts a far bigger focus on casualwear.

The move follows the retailer discovering that over half (52%) of its customers have been wearing activewear more as everyday clothing this year. Additionally, almost a quarter (24%) have cited “suitability for everyday use” as one of the main reasons they buy activewear.

The new product offering follows the accelerated overall shift to casualwear seen during 2020, amid the pandemic and new work from home norm.

Wellness and fitness remain top of customers’ minds, with 80% of M&S customers wanting to get fitter in 2021.

Goodmove launched at the start of 2020 and has been incredibly popular with women looking to “work out in style” during the pandemic.

During the first half of the year (March-September, 2020) activewear sales on M&S.com (now the UK’s second biggest clothing website) were up over 200%.

The £25 Go Move black leggings were a best seller in the Goodmove range, with 15,000 pairs sold. Ergonomically designed to fit and flatter, customers continue to praise the quick-dry fabric and handy phone pocket.

For 2021, M&S is backing popular women’s products like printed leggings with bigger buys, as well as continuing its efforts to build on its market leadership in activewear bras, which are favoured by one in fourwomen.

Among the new products in the inclusive collection – available up to size 24 – is M&S’s first “flexifit” sports bras, which offer 360 degree stretch for ultimate comfort.

Marks & Spencer
The new Flexfit sports bra

M&S Womenswear and Kidswear Director, Jill Stanton, said: “2020 has cemented activewear as a staple in our wardrobes – we’ve worn it not just to workout but to work as well. By expanding Goodmove into men’s and kid’s we want to continue to drive growth through a stylish and relevant product offer.

“Fabric quality and innovation remain at the heart of the range, from quick-dry fabrics to blackout leggings, which is part of what makes it such great value. During the pandemic lots of us got active outdoors with family and friends and our new offer is perfect for continuing that trend.”

The menswear Goodmove offer sees the activewear range for men substantially increase at M&S, with a more focused and cohesive range. It comes as 47% of men say they will be purchasing activewear in the next three months.

As with the womenswear collection, there is a real focus on innovation, with performance designs such as double layer shorts with an inner compression layer. Reflecting changing customer habits, the products have been developed for a range of workouts.

Marks & Spencer
Men’s layered shorts

Created by a design team passionate about sustainability, the menswear Goodmove offer is the most sustainable to date, with over 98% of products being made from sustainable materials including recycled polyester, nylon and cotton sourced through the Better Cotton Initiative.

The new products arrive as M&S customers are firmly thinking about staying fit and healthy for 2021. In a recent customer survey, 77% of M&S customers said they want to be more active in 2021, 80% want to get fitter and 69% want to do more outdoor exercise.

The new kidswear Goodmove line is launching in early January. Over half of M&S customers surveyed (circa 800) said they’ve been working out more as a family during 2020, with many inspired by initiatives such as Joe Wicks’ “PE with Joe”.

At the start of 2020, M&S introduced new product age breaks and moved to designing products specifically for younger or older children. Featuring bright colours and bold prints, the kidswear collection (which is for older kids) has a fun, playful aesthetic with contemporary styling and includes mix and match items as well as co-ordinating sets.

The clothes are suitable for a range of activities from dance routines at home to football in the park with friends. With a focus on value, prices start from just £10.

All new Goodmove womenswear and menswear is available now on M&S.com. Product will also launch in selected stores in early January in line with government guidance.

All Goodmove product has been shot in M&S’s new more contemporary marketing style and will be communicated to customers “through extensive digital marketing.”