RE: Same story7 Jul 2016 11:10
There are many issues, perception being one of them. But the danger of going away from your core customer is that you alienate them and are left with no customers. There is nothing wrong with targeting a specific segment, after all you don't see that many 50 year olds shopping in Hollister.
The issue with M&S is they are trying to catch every age group and not succeeding at any of them. 80% of the profit comes from only 20% of the lines, the rest are loss making. The lead time for new products or to get a second production run of a good seller is far too long - by the time they've realised what is doing well it is too late to get any more. When it comes to fast fashion they are light years away from Zara, who can see something popular on a celeb and get something in their stores within 6 weeks or so. MKS would take 6 months.
Then there is the price. M&S used to be absolutely top quality, they still lead the way in textiles tech, however they are now trying to compete on price, but still retain a decent quality. The result is the middle ground, more expensive than Next, Zara, H&M, etc, but not that much better quality.
And of course, teens and twenty-something would rather spend £50 on 8 tops from Primark, than 1 top from M&S...