Today clothing market leader M&S has launched its first ever TV advertisement campaign for its biggest product category – denim.
The campaign is part of the retailer’s strategy to give crucial focus to growing its most popular categories including knitwear, sleepwear and denim. M&S Denim is a multi-million-pound operation serving 1 in 10 denim shoppers in the UK; its growth is central to M&S’s ongoing transformation.
This is the third marketing campaign for M&S Denim in less than a year but with double the marketing investment and double the buy, it is designed to spotlight the progress and strength of M&S’s denim business focusing on style, fit and value. As part of the campaign, M&S will release a new TV advertisement solely focused on denim, the first of its kind.
The changes to M&S’s denim business to drive growth from a point of market leadership have been led by Womenswear & Kidswear Director Jill Stanton and Menswear Director Wes Taylor. Over the past year their teams have attempted to re-energise the denim business in a number of ways, including introducing new modern fits and brand-new products such as M&S’s most sustainable jeans to date.
Jill Stanton, M&S’s Womenswear & Kidswear Director said: “Our denim business is going from strength to strength and this campaign is a celebration of that – we know if we can get more customers trying on our jeans they will fall in love with our style, fit and value.”