Marks and Spencer:
2013 Campaign - LEADING LADIES
M&S are clearly trying to re-create the brand and show it in a new light to increase womenswear sales due to them decreasing over the last 3 years. The new strategy for its clothing is trying to reassert M&S in the market for its quality position and revive its sales.
Some people say that the sales decline of M&S is due to it failing to differentiate from other mid-market companies such as Next and Debenhams. However it is also facing trouble from low end brands such as Primark selling similar items at a much lower price.
According to M&S the women share 'a strong sense of personal style and inspirational achievements which have propelled them to success'. However I think it is a confusing poorly thought out campaign. This is due to the difficult message they are trying to convey. All the women involved are so different and so it is confusing who the target consumer of the campaign is.
No comments:
Post a Comment