The high street is awash with fallen fashion giants. M&S Clothing & Home is curbing that trend. As part of The Drum’s Fashion & Beauty focus , we invited Mother Design’s Kirsty Minns, an architect of its recent creative campaigns, to explain the revival.
An example from M&S's summer campaign The fashion industry can be brutal. Brands that once led the high street have become the ghosts of fashion retail history. Brands like Topshop, Debenhams, BHS and Ted Baker.
The list goes on, and so do the demises. More recently, Superdry and online giant Boohoo have both seen their fortunes tumble in a fast-changing market. At the same time, fast fashion giants like Shein and Temu are thriving on reactive pricing models, further challenging the high street establishment.
The pressure to follow suit is intense. However, as many brands have learned, neglecting long-term brand strategy in favor of short-term product trends can quickly lead to a downward spiral. When the dust settles, the only question that remains is: what does your brand stand for? For brands navigating this challenging environment, the long game is the only strategy that truly lasts.
Having worked with several household names in the fashion industry, both in the high street and luxury, I know that the goal is never to chase fleeting trends or jump on the next viral bandwagon. Instead, the focus is on reinforcing a clear, consistent brand identity and message that resonates with customers on a deeper, more lasting leve.
