As M&S continues to growth its womenswear offering, and drive its style perceptions, it has added contemporary fashion and lifestyle brands Hush and Whistles to its ecommerce offering.
Hush and Whistles are the first dedicated womenswear brands to launch on the ‘Brands at M&S’ platform this year. Hush will be available to shop on the ‘Brands at M&S’ platform on M&S.com from 12 March, followed by the arrival of Whistles in April.
More than 300 new season womenswear products will be introduced to M&S.com. The range will also include an exclusive 12-piece collection from Hush, which offers effortless summer separates and Hush’s best-selling barrel leg jean in leopard print, available only on M&S.com.
M&S stressed, as it continues to reshape for growth, it has focused on continuing to drive style perceptions (+6ppts vs LY) while extending its authoritative lead in quality and value.
The retailer reported holding its highest market share in womenswear for years (10.4%). Womenswear is a top performing category within ‘Brands at M&S’, making up nearly half (49%) of sales in the last 12 months, with sales +18% vs last year.
Nishi Mahajan, director of third-party brands, clothing & home at M&S, said: “Four years ago we introduced a small selection of third-party womenswear brands to M&S and today, it continues to be our best performing category. We’re continuing to listen and learn from our customers; we know that in womenswear, they want highly credible, fashion-led brands which complement and enhance our core offer at M&S.
“We’re confident the arrival of Hush and Whistles as well as the return of our Nobody’s Child pop-up shops, will ensure we are the destination for womenswear this season as we continue to drive style perceptions and grow market share. I’m particularly excited to introduce our exclusive collection with Hush, offering customers effortlessly stylish pieces that can’t be found anywhere else.”
The ‘Brands at M&S’ online platform has now grown to over 100 third-party brands. The carefully curated approach is driving new customers – welcoming over one million to the platform in the last year – with three in four Brands customers also choosing to shop the core womenswear offer at M&S.
A case study in the UK Fashion report looks at how M&S regained its lead, as it reinvented its fashion offer.
Kurt Geiger, Secret Sales, Zara, Boohoo and Cider are also profiled, in this report which provides an in-depth analysis of the UK market, its customers, brands and how it differs to the rest of the fashion world.
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