- Retail giant is aiming to entice male customers aged 18 to 34 with style advice
Marks & Spencer has launched a new ‘M&S Man’ social media campaign to target younger shoppers.
The High Street retailer is aiming to entice male customers aged 18 to 34 by recruiting its celebrity ambassadors to share style advice online.
Stars including reality TV’s Spencer Matthews, football pundit Ian Wright and presenter Vernon Kay will appear on a new Instagram account ‘M&S Man’ as the group continues its recovery after a cyber attack this spring.
There will also be social media content featuring singer Olly Murs and DJ Melvin Odoom.
The group presently holds 10.4 per cent of the menswear market, according to research firm Worldpanel.
It hopes to poach more customers from the likes of Next and Asos with a weekly YouTube series hosted by stylist Melissa Holdbrook-Akposoe alongside Capital Breakfast presenters Chris Stark, Jordan North and Sian Welby.
Ian Wright is among the celebrity ambassadors to share style advice online with M&S Man
Mitch Hughes, director of menswear at M&S, said: ‘We are building our authority as a modern voice in men’s style. M&S Man gives us the opportunity to inspire and reach a new generation of style seekers, while continuing to deliver the exceptional quality, innovation, and value that M&S is known for.’
After it was targeted by shadowy cyber criminals over Easter, M&S halted website and app orders while its food stocking systems were briefly thrown into chaos, leaving shelves empty.
This sent shoppers in the direction of competitors, including Next, which sells many of the same third-party brands online. M&S expects a £300million dent to profits this year.
But boss Stuart Machin has described the hack as a ‘bump in the road’ and said it will not halt a revival at the business.
Spencer Matthews and Mark Wright will also be dispensing style tips
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