How did Marks and Spencer re-attain their status as one of the best supermarkets?

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Colum Kelly

Marks and Spencer Assignment

Introduction.

Marks and Spencer’s has had a consistent record of success and profitability until recently when they were suddenly hit by falling sales. Marks and Spencer’s were totally unprepared for this and while they were developing new stores and expanding the business their competitors were strengthening. Because Marks and Spencer’s have been highly successful and competitive for so long there was no pressure to improve the business and now their competitors have overtaken them and underlying problems have arisen, something needs to be done. The business needs a complete overhaul management needs to be streamlined, the business structure needs to be re-organised to make it more efficient and the marketing mix need to be changed.

Marks and Spencer provide a variety of goods and services to the public. One of their main outlets for customers is the clothing they sell. Foods is another big part to the success of Marks and Spencer and they also provide the customers with cooked food which would be very handy for busy people who need food for dinner that day, instead of cooking they could get some cooked food on the way home form work.

How did Marks and Spencer re-attain their status as one of the best supermarkets?

Marks and Spencer’s worst weakness was their clothing.

Marks and Spencer identified a number of major issues to address during the year as part of their recovery strategy for Clothing – product appeal, quality and fit, availability, pricing and segmentation, or in other words, making sure that they have something for everyone. their aim was to produce higher quality goods, deliver them more quickly, and to do so at better prices. But strictly in that order of priority – better, faster, lower cost.

By the time they opened the doors on their autumn range in September 2001, they felt that the quality of their clothing, the way it was displayed, and our store environments, all made things a lot clearer for shoppers. In this way, the Perfect campaign was the first real outward indication that our mission to win back the hearts of loyal Marks & Spencer customers was on course. Perfect meant high quality; everyday wardrobe staples at accessible prices – for instance, a white stretch blouse and black roll-neck jumper relevant for every woman of every age. Items that typified the clothes for which they have always been famous for and on which their customers had always relied on. The response was wonderful, and was instrumental in restoring confidence, not just for customers and the press, but for everyone within the business – at last they felt they were getting back to doing what Marks & Spencer does best.

Perfect re-established their credentials with their core customer, and its success formed a solid base for them to complement these key ranges by launching per una, which followed at the end of September. It moved to 90 stores and now features in 140. Per una is a stylish and competitively priced range designed and made exclusively for tem by George Davies. Fashionable, affordable and colourful, per una is an important part of the mix, which enables them to attract different customers. It also complements their core ranges, allowing them to offer more choice for their existing shoppers.

Later in autumn they trailed five Classic shops, with such success that they will have extended this shop fit to 130 stores by the end of June and will be adding 40 more next year. Classics are quite clearly for the more traditional (not necessarily older) dresser and have been particularly successful in attracting back customers who had felt the need to shop elsewhere in recent years. Unlike their competitors, they cater for a wide variety of people in terms of lifestyles and outlook on fashion, and do so across three adult generations. This is challenging, but they are confident that by segmenting their various ranges, they are making shopping for clothes clearer and easier.

They not only segment their ranges by lifestyle attitude, but also offer a large number of styles in clearly differentiated price ranges – all displayed in a way, customers will clearly comprehend. Marks and Spencer work on the principle of providing ‘good, better and best’. Their prices clearly establish the categories; with their keenly priced Essentials range quite obviously just that – essential.

In January they launched their spring collection in 58 stores, earlier than they have ever done before. The overnight transformation of one million sq ft of sales space, to display the 2002 collection was a tremendous team effort. The impact and customer response was excellent, with the range described as a ‘return to classics with the emphasis on easy glamour’. The success was also due in large part to the influence of their rejuvenated in-house design team and Womenswear product teams. Their use of colour and creation of collections inspire customers to put whole looks together. The team has focused on appeal and quality by listening to their customers and learning season by season, then providing clear direction for their suppliers.

Season by season they have also been improving the fit of there clothing, aided by the previous year’s comprehensive survey involving 2,500 women. The Bra Sensor, unique and exclusive to Marks & Spencer, ensures customers are advised on the best fitting bra to meet their needs, and has been introduced in all stores. In November they launched Shape wear, lingerie which helps improve the look of any body shape, in both light and firm control ranges. The clothes take advantage of an innovative process called Selvedge, which finishes the edges of a garment in a way that eliminates the need for bulky and visible elastics. Their launching a new clothing range for larger women, having worked hard to offer the best fit on the high street and doing so at the same prices as all other sizes.

Also with spring arrived Blue Harbour, their range of casual wear for men. It combines authentic, American casual style with Marks & Spencer quality in more than 250 different items such as polo and rugby shirts and cotton knitwear. Blue Harbour sales and feedback tell them they have a real success. Here it’s worth reflecting that getting things right for their men swear customers are playing its own important role in the recovery of our clothing business.

Whether working on Blue Harbour, formal wear, sportswear, or fashion items from the Autograph range, their menswear team display the same ‘passion for product’ as all of Marks and Spencer’s teams now do. They now offer last year’s innovative machine-washable suit in more styles and colours and in autumn made it available as an evening suit. In February they launched their urban-survival suit – designed for everyday comfort, the suit, made of Italian wool, can be used to dress up or dress casually. An innovative production process keeps the suit fresh and crease-free, however busy its wearer is.

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