Marks in Time Exhibition - OUCA401

History

M&S began in Kirkgate Market, in 1884. Goods were sold for a penny, affordable for the working class.  In 1920, M&S was re-marketed to appeal to the middle class. Goods increased in price and quality.  Due to WW2, there were limitations in materials, and therefore clothing was designed as durable, simple but nevertheless eye-catching. The 1950s brought the luxurious ‘new look’ dress, together with television adverts. 

To appeal to 1960s youth, dresses had shorter hemlines, and tights replaced stockings.

Traditional values in the 1970s were declining, and so M&S introduced ‘boil in bag’ meals. Women’s clothing was expanded into work wear, e.g. pencil skirts. 

Now, M&S has clothing ranges such as Autograph, and has an environmental Plan A scheme.

Values

The original core brand values were quality, value, service, trust and innovation. Now, they are inspiration, integrity, in touch and innovation. However, the originals are still incorporated:

• Quality - Since 1926, they have bought directly from manufacturers. 

• Value - Although not a penny anymore, goods are sold at affordable prices.

• Innovation - In 1980 they sold the first Iceberg lettuce, and now have brought out Cook Asian 1234.

• Service - In 1935 the M&S Cafe was opened, and since 1999 M&S has been accessible through the internet. 

• Trust -  In 1975, they reduced energy consumption by £500,000, and Plan A expands on this.

Integrity -  It supports relationships between fathers and their children. M&S shows integrity by using a real father and son pair. 

Inspiration - Stereotypically, males enjoy football and therefore a poster featuring Jamie Redknapp is appealing. It presents shopping at M&S exciting. The language supports this, e.g. ’number one fan’ and ‘top of the league’. 

Innovation - Men/children are the target audience, instead of women who are generally seen as the shoppers. The grey-blue background steers away from conventional feminine colours. 

In Touch - It suits its context and is heartwarming/emotive. It highlights the variety of goods they sell. 

Resources

M&S company archive visit - 5th October 2015
Fit for the future - estudio presentation - 2014 http://corporate.marksandspencer.com/investors/cd8f43cf10e242e48560fc59a0531073
http://annualreport2010.marksandspencer.com/downloads/13620_M&S_Review10.pdf