M&S opts for a one-stop-shop approach with third party brands
Today, M&S has announced the expansion of kidswear ‘Brands at M&S’, welcoming shoe brand Clarks and school supplies brand’s Smiggle and Hype to stores across the UK, and Kickers and Jansport to M&S.com.
The M&S vision is to create a ‘one-stop-shop’ for Back-to-School, offering everything from schoolwear to accessories.
The third-party Back-to-School offering is part of the wider ‘Brands at M&S’ strategy, which offers customers access to a carefully selected group of brands and all of the advantages of shopping with the M&S platform, from free next day Click & Collect to our Sparks loyalty programme.
Although predominantly an online platform, the store expansion of Clarks, Hype and Smiggle follows the success of a trial in 8 stores across the UK for Back-to-School last year. Stores which featured Clarks complementary measure & fit service, on average saw an 8% rise in customers in store, increasing total kidswear sales by 13% as it continues to grow market share.
Back-to-School is the third biggest retail event of the year. With 1 in 4 M&S Clothing & Home customers now shopping kidswear, appealing to family shoppers is a key strategic focus. Earlier in the year, M&S also welcomed the award-winning early years toy specialist, Early Learning Centre to 10 stores across the UK.
Neil Harrison, Director of Brands at M&S said “Back-to-School is a busy time for families and we want to make the shopping experience even easier for our customers by putting some of their favourite footwear and accessories brands, alongside our strong schoolwear offer. This is just one of the many ways we’re offering our 22m Clothing & Home customers, more reasons to shop with M&S.”
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