M&S is a bit of a one-stop shop. Not only does it have food, homeware, menswear and womenswear , it’s also somehow managing to cater for several different demographics all at once. It’s long been considered a favourite for middle-aged mums , but lately there’s been a seismic shift and the high street retailer has become.
.. cool.
And it’s all thanks to knickers. Yes, really. The retailer recently revealed that it’s had a £1billion sales boost, leading to its strongest performance since 1997 – and this was predominantly due to an increase in lingerie sales, with one in two women purchasing underwear from the high street staple.
The company has sold 60 million pairs of knickers over the last year, with women under the age of 30 accounting for a third of these sales. This is double the amount of Millennial and Gen Z women who had purchased underwear from M&S in the previous year. And now, M&S is set to launch its first ever clothing-only store, in London’s revamped Battersea Power Station – a Gen Z shopping destination in an area of London synonymous with lycra-clad crew-sock wearing Gen Zs, always seen with an iced latte in hand.
The new store will offer a streamlined range of women’s and menswear, showcasing the retailer’s premium lines, as well as beauty products. So how has M&S become the hottest place for young women to shop in? How did M&S attract younger shoppers? If you ask M&S, they’ll tell you that it’s thanks to the ‘B by Boutique’ range, w.