M&S is adding six new clothing and footwear brands to M&S.com over the coming weeks, including childrenswear brand Frugi. This is alongside Albaray, Celtic & Co, Craghoppers, FatFace and Jones Bootmaker.
Brands at M&S is part of the retailer’s plan under its MS2 division. The aim is to curate a platform of brands that are relevant for the M&S customer; offering them additional reasons to shop more frequently on M&S.com. Each new brand will provide a curated range for the M&S customer that is complementary to the existing offer.
Over the summer, several kidswear brands joined the platform, including Clarks to support the schoolwear offer and also kids’ stationery brand Smiggle. The latest launch of brands comes ahead of autumn/winter, when M&S will offer a reshaped product engine across core ranges as well as refreshed in-house brands.
Growing M&S.com as a credible platform to drive frequency of shop is key to reshaping the retailer’s Clothing & Home business.
Plus, customer adoption of this model of shopping is accelerating. In a recent customer survey, 73% of M&S customers said they have purchased clothing and footwear brands from a retailer acting as a platform. Early results on brands driving frequency have been encouraging, with traffic on M&S.com increasing. New customers buying into a guest brand are returning to make a second purchase nearly 10 days sooner than those who didn’t.
Commenting is Neil Harrison, director of Brands at M&S. “With customers increasingly looking to shop on platforms, we have an exciting opportunity to leverage our infrastructure and digital-first Sparks loyalty scheme to grow ‘Brands at M&S’.
“We’re offering our time-pressured customers more choice with a curated group of value for money, contemporary, stylish brands with sustainability credentials; improving our online offer and making us more relevant, more often. We’re excited to be adding great new brands over the coming weeks, from Frugi to FatFace, as well as new drops landing for existing brands.”
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