RE: Joules, Phase Eight, Hobbs and Seasalt M&S online21 Jan 2021 10:18
Those labels also puts them firmly in the middle class 35-60 year old woman target area which is perfect, they have previously been attempting to win over the younger, more fashion conscious but tearing them away from Boohoo/ASOS/Zara was over ambitious, M&S simply not cool enough, cheap enough or nimble enough with getting stuff that sells on the shop floor. If you look how Zara operates, they copy popular stuff from social media quickly, get it out, use feedback from shop floor staff to see what is working and what isn’t and adjust manufacturing and supplies accordingly. For M&S this would be like turning an aircraft carrier. With these labels they have solid quality that appeals to people prepared to spend a bit more on items that last and look just fashionable enough! A quick look through mumsnet will tell you all you need to know, Seasalt, Joules and Hobbs get named as recommendations time and time again. I think it’s a great move alongside the Ocado partnership. I’m not a holder of M&S but now would like to be (have to find some cash!)