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Marks & Spencer (M&S) is undergoing a significant transformation in how it is perceived, particularly among younger shoppers. Brand strategist Farron Clark, aged 26, enthusiastically encourages people to embrace the retailer, highlighting a shift in its appeal. Once considered outdated by younger demographics, M&S is now increasingly popular with women under 35, while continuing to retain its long-standing older customers. Chioma Nnadi, British Vogue’s head of editorial content, notes there is a renewed vigor surrounding the brand, describing it as having a “fresh energy.” This revitalization is also evident in the retailer’s new marketing approaches, including its debut runway show at London Fashion Week, where it showcased outfits inspired by its extensive archive.
Lisa Illis, M&S’s head of womenswear design, explained the motivation behind participating in London Fashion Week, emphasizing the instant availability of showcased items. Unlike the typical fashion week schedule, which previews styles six months ahead, M&S demonstrated ready-to-wear autumn and winter collections, featuring 43 womenswear pieces and 10 menswear looks. The runway presented a variety of styles, from luxurious faux fur outerwear to elegant satin jumpsuits and dresses in deep hues like navy and burgundy. The diverse cast of models, reflecting different ages, sizes, and genders, underlines the company’s commitment to inclusivity. A noticeable focus was placed on attracting younger customers with modern interpretations of festive wardrobe staples such as sequined dresses, fringed skirts, and sheer lace tops.
The retailer’s refreshed direction has involved aligning with contemporary trends without neglecting the quality that its loyal clientele expects. According to Nnadi, M&S has successfully reimagined classic items—cashmere, knitwear, and lingerie—giving them a modern edge. Clark points out the popularity of styles like funnel necks and barrel jeans, which have started trickling down from the high fashion world. Shifts in consumer behavior have also contributed to M&S’s resurgence; younger buyers are increasingly interested in capsule wardrobes composed of versatile staple pieces rather than fast fashion. Fashion influencer Perrie Sian affirms this, stating, “The real height of fast fashion is behind us,” and observes a growing willingness among shoppers to invest in durable, high-quality fabrics such as cotton.
M&S’s recovery from pandemic-related struggles has been supported by steady improvements in market share within fashion, home, and beauty sectors, rising from 9.6% in 2022-2023 to 10.5% by 2024-2025. The company endured a setback in 2025 due to a cyberattack that disrupted online sales and store inventories, causing a slight decline to 10.2% market share in 2025-2026. Nnadi highlights the retailer’s investment in creating welcoming and updated retail environments described as “accessible luxury,” which has resonated with shoppers like Clark. She notes that visiting M&S offers an enjoyable in-person experience distinct from the usual screen time prevalent among younger generations.
Engaging with younger designers and new collaborations has also played a vital role in M&S’s rebranding. Sian points to the company taking “more risks” by generating viral moments such as a fashion show during the F1 British Grand Prix and partnering with prominent British designers. Nnadi praises the collaboration with Aries, calling it “genius and unexpected” for its representation of a youthful British aesthetic. Clark highlights how M&S has carefully chosen collaborators with authentic expertise, citing their work with Stormzy’s stylist Melissa Holbrook-Akposoe as an example of enhancing credibility among young consumers. These strategic moves have helped position M&S as a brand that honors its heritage while speaking convincingly to a new generation of shoppers
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