M&S launches faster to market, trend-led capsule programme
M&S has shifted the way it delivers “fashion newness” with the launch of The Love That Drop, a new monthly capsule programme.
The retailer said customers are increasingly buying fashion year-round rather than around traditional seasonal peaks.
Subscribe to TRBAs a result, it has introduced an initiative that cuts the time it takes to bring new fashion to market, as it responds to customer demand for greater trend relevance and more frequent newness. This is delivered through a streamlined supplier model, working with a small number of dedicated supply partners.
Each capsule will feature a collection of 20 to 35 pieces, including accessories and footwear, with all aligned to the latest catwalk looks and emerging trends.
The capsules will debut online and selected M&S fashion hub stores including key city locations such as Liverpool, Manchester and London.
The debut capsule, ‘Sartorial Femme’, features sculptural tailoring, embossed textures and directional silhouettes.
Maddy Evans, director of M&S Woman, said: “The Love That Drop is a step forward in how we deliver modern, trend led pieces for our customers. ”
“Each edit is tightly curated, outfit-driven and designed to feel fresh, relevant and fashion-forward while staying true to the quality and value customers expect from M&S.
“Behind the scenes, the programme helps us move from concept to customer at a faster pace to strengthen style perceptions, increase efficiency and drive online growth.”
