Marks & Spencer is turning its attention to the thriving women’s athleisure market with the launch of its new competitively priced “Goodmove” activewear range today, 3 January.
Kicking off 2020 with a new digitally focussed campaign to support the launch of the 150-piece range, it’s a clear indication of the retailer’s fresh focus to get its clothing business back in shape.
The new range includes M&S’ most sustainable trainers to date, as well as gym bags, sports bras and a real focus on leggings with five new styles named – “Go Easy”, “Go Mov”’, “Go Train”, “‘Go Seamless” and “Go Perform”, competitively priced between £15 for the most basic and £45 for high performance.
Jill Stanton, Marks & Spencer womenswear director, said: “Activewear has become a staple in today’s wardrobe, not simply because we work out more but because the nation is embracing a more causal and flexible way of dressing. As the UK’s biggest clothing retailer and the market leader for sports bras, launching Goodmove is an opportunity for us to drive growth through a really relevant product offering.”
M&S said it had developed Goodmove to be everything it knows its customers want – comfortable, easy to wear, good value and a real focus on quality, backed by an easy shopping experience.
Stanton added: “Activewear really plays to M&S clothing’s heritage strengths for fabric and product innovation and those features are at the heart of the range – from quick dry fabrics to blackout technology on all performance leggings.”
Nathan Ansell, M&S’s clothing marking director, commented: “Goodmove is the start of a new conversation with our customers around activewear – repositioning it as a wardrobe essential for today’s busy families. Launching as the customer mindset has shifted to the New Year, we want to help the nation get moving in 2020, with products designed for however customers chose to move, from a walk with the kids to a high intensity class at the gym.”
Already a leader for sports bras with a 25% UK market share, and the second biggest activewear retailer in the UK, and with athleisure continuing to outperform the overall clothing market, the launch of Goodmove is a positive step for the high street retailer.
Online has been the fastest growing channel for the women’s activewear market, with over one in three (34%) purchases made online. This compares to just 17% of M&S’ activewear sales providing the retailer with a clear growth opportunity, which supports its wider ambition to grow clothing and home sales to one third online.
The digital-first approach has led the thinking behind the Goodmove launch campaign, which goes fully live across channels from today and will run for the whole of January. The upbeat campaign has both a brand and product angle, playing on the word “Good” to drive consumer awareness of the Goodmove name.
The campaign will be unmissable on M&S’ website and in M&S stores, with stand-out window displays, takeover zones with mannequins dressed head to toe in Goodmove in high footfall areas of its stores, and extensive video content that tells the stories behind the products.
Alongside the print and digital marketing plan, M&S is continuing to use out of home digital signage in key locations such as bus stops and outside shopping centres, as a way to reach busy family customers when they’re out and about.