How a switch to brand marketing is getting 20-year-olds through M&Ss doors [Video]

Sitting down with The Drum after debuting the retailer’s latest Christmas campaign, Anna Braithwaite, marketing boss for home and clothing, reflects on three years of hard work to make the brand synonymous with style.

“Younger customers are coming through the door. We are literally getting 20-year-olds who have seen things go viral on TikTok and it’s just absolutely insane,” says Anna Braithwaite, marketing director of clothing and home at M&S. For a brand that used to be where middle-aged mums shopped or where your gran brought her cardigans, getting Gen Z lined up to buy the latest drop is a major shift.

The clothing department of M&S has been on a three-year journey to overhaul its advertising and media strategy in order to be seen by younger Brits as a stylish place to shop. The strategy has paid off, with sales up, younger people coming into its stores and key pieces selling out within hours of hitting shelves. Braithwaite even shared …

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