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M&S's next level

By FashionUnited

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The M&S campaigns are followed up by star after star. To keep the brand on a high level and move further forward, the British retailer signed Hollywood actor Antonio Banderas to front their Christmas advertising campaign. Over the past period of time Marks & Spencer worked with celebrity singer

Shirley Bassey, 1960’s model Twiggy and big model names like Erin O’Connor, Laura Bailey and Myleene Klass. By using Antonio Banderas as the main man of M&S Christmas campaign, marketing company Rainey Kelly Campbell Roalfe/Y&R is looking at promoting the male collections alongside the womenswear range. Antonio Banderas, best known from his leading roll in The Mask of Zorro and Once Upon a Time in Mexico, will be captured in a 1940s and 1950s Hollywood setting.

Celebrity endorsement is a wide used marketing tool in the fashion industry and seems to be working for M&S and giving the brand more kudos and glamour. Alongside this advertising strategy, the retail company uses the one-liner “this isn’t just food” for their food products and committed to the ‘Green’ Plan A for their customer relationship management.

Thus far the campaigns featuring the M&S girls and other celebrities have been very successful in communicating the brand’s values. Different age groups are represented by the ads and have been appealing to M&S customers. To keep the M&S’s core market satisfied, the key is to translate the campaign into the merchandise and evolve the advertising campaign.

Antonio Banderas seems to be the answer. Hopefully the male actor can keep the interest of the target audience and put the menswear more in the centre of attention right next to the womenswear. Other catergories M&S could push more are childrenswear, interior products and technology. And expending beyond the UK will enforce the opportunity of M&S to flourish further even more.

Image: Marks and Spencer

M&S
Marks and Spencer