Fashion for the over-55s - Uk - November 2012
Fashion for the Over-55s - UK - November 2012
M&S Annual report and financial statements 2012
● Marks and Spencers 2% increase in group revenues was driven by strong performances in the Food and International areas of the business in the year to 31 March 2012.
● The company, however, recorded a 16% drop in pre-tax profit as sales of womenswear underperformed. Overall, the clothing and home departments recorded a 0.9% decline in sales, while menswear, lingerie and kids performed better.
● In the year, the groups market share remained steady with 11.7% value and 12.4% volume in the clothing and footwear markets.
Advertising and promotion
● In 2011, M&S used older model Twiggy as the face of its womenswear clothing range, with adverts including the model dressed in cashmere jumpers.
● To expand its multichannel operations, M&S launched a branded-content app on Samsung Smart TV in February 2012. Targeting at-home shoppers, the app featured advice, trends, how-to tools and buying guides, which were delivered through branded video content.
● In April 2012, M&S launched a fashion campaign in partnership with Oxfam to encourage customers to recycle their unwanted clothing items. Backed by brand ambassador Joanna Lumley, Shwopping asked customers to bring unwanted items of clothing to M&S when buying new garments rather than throwing them away and ultimately sending them to landfill sites.
● The campaign was promoted by TV advertising and a Facebook app, which was designed and launched to make the shwopping process more social. This was in addition to PR activity, which included a stunt in August 2012 to celebrate the success of Team GB at the London 2012 Olympics. For this M&S unveiled the worlds largest union jack flag, made from 2,100 items of unwanted clothing items.
● In September 2012, the retailer launched its new autumn/winter advertising campaign as part of its Every Woman You Are campaign. For this, M&S chose to use models rather than celebrities
M&S Annual report and financial statements 2012
● Marks and Spencers 2% increase in group revenues was driven by strong performances in the Food and International areas of the business in the year to 31 March 2012.
● The company, however, recorded a 16% drop in pre-tax profit as sales of womenswear underperformed. Overall, the clothing and home departments recorded a 0.9% decline in sales, while menswear, lingerie and kids performed better.
● In the year, the groups market share remained steady with 11.7% value and 12.4% volume in the clothing and footwear markets.
Advertising and promotion
● In 2011, M&S used older model Twiggy as the face of its womenswear clothing range, with adverts including the model dressed in cashmere jumpers.
● To expand its multichannel operations, M&S launched a branded-content app on Samsung Smart TV in February 2012. Targeting at-home shoppers, the app featured advice, trends, how-to tools and buying guides, which were delivered through branded video content.
● In April 2012, M&S launched a fashion campaign in partnership with Oxfam to encourage customers to recycle their unwanted clothing items. Backed by brand ambassador Joanna Lumley, Shwopping asked customers to bring unwanted items of clothing to M&S when buying new garments rather than throwing them away and ultimately sending them to landfill sites.
● The campaign was promoted by TV advertising and a Facebook app, which was designed and launched to make the shwopping process more social. This was in addition to PR activity, which included a stunt in August 2012 to celebrate the success of Team GB at the London 2012 Olympics. For this M&S unveiled the worlds largest union jack flag, made from 2,100 items of unwanted clothing items.
● In September 2012, the retailer launched its new autumn/winter advertising campaign as part of its Every Woman You Are campaign. For this, M&S chose to use models rather than celebrities