M&S launches Autograph Performance as part of menswear growth strategy
M&S has launched Autograph Performance, a new menswear collection within its Autograph sub-brand.
The retailer said the range brings together cutting-edge innovations into a single performance-led edit that has been designed for modern living including work, travel and leisure.
Subscribe to TRBWith each piece using advanced fabrics such as Tech Wool and 360 Flex technology, the range includes four-way stretch tailoring and crease-recovery suiting that can be packed and worn after the morning commute or gym.
The offering also includes moisture-wicking, quick-dry chinos, elasticated waist joggers and shirts, polos and tees with added stretch and an antibacterial finish, bi-stretch trousers, extra fine merino wool jumpers with naturally breathable yarn and footwear with Smart Step Technology soles which have integrated high density shock-absorbing foam.
The new collection builds on the growth of Autograph Menswear which, in three years, has quadrupled in value and now accounts for nearly a quarter of M&S total menswear sales. It also supports the retailer’s strategy to broaden its appeal to the 35 to 54 age group and strengthen the brand’s relevance as a destination for men’s fashion.
Mitch Hughes, director of menswear at M&S, said: “Autograph Performance is a clear statement of intent – that we’re serious about driving growth in menswear and delivering innovation that really makes a difference to our customers.
“This edit brings together the very best of our design and technical expertise. We’ve focused on creating pieces that reflect how men live today and help them move seamlessly between work, travel and downtime, without compromising on comfort or style.
“From crease-recovery tailoring you can throw in a bag and wear straight after the gym or morning commute, to outerwear engineered for the Great British weather, every piece is made well and made to last with grab & go functionality in mind.
“Autograph continues to lead growth in menswear, and this launch marks an important step in how we evolve Menswear at M&S and help our customers look good and feel good.”
