Marks & Spencer Enlists Sienna Miller to Attain New Buyers


4 years after falling out of the FTSE 100 listing, British retailer Marks and Spencer (M&S) reclaimed its spot among the many high corporations on the London Inventory Change final week, bolstered partially by robust attire gross sales. On the way in which to shaking off its frumpy picture, the as soon as beleaguered model is in search of to proceed its success with a brand new marketing campaign starring Golden Globe-nominated actress Sienna Miller.

Within the newest iteration of the “Something However Abnormal” marketing campaign, created by company Home 337, Miller reveals off the flexibility of M&S’ autumn/winter assortment. Set to a soundtrack of Peaches’ “Boys Wanna Be Her,” the advert follows the actress as she playfully tries on varied gadgets and adopts completely different personas primarily based on the appears.

M&S enlisted Miller as a model ambassador because it seeks to win over youthful customers, the retailer’s clothes and residential advertising director, Anna Braithwaite, informed Adweek.

“We’ve actually had Sienna on the high of our want listing for some time now,” Braithwaite added. “It actually felt like she would encourage our prospects, notably the youthful prospects that we’re attempting to carry again by means of the door.”

“We began working with [Miller] about eight months in the past and we shared among the preliminary merchandise that we had in thoughts,” she continued. “She tried all of them on and mentioned what outfits she liked, which of them that she felt most at house in and what she felt she would truly put on.”

The advert will probably be broadcast on TV and VOD within the U.Ok. and Eire, primarily by means of the channels ITV, Channel 4 and Sky. The marketing campaign additionally incorporates roadside out-of-home, print advertisements in publications together with Vogue and The Occasions, full escalator ribbons at Oxford Circus and Kings Cross, and digital and social media exercise. Media company Mindshare secured the media placements.

Again in style

For years M&S, one of many U.Ok.’s largest retailers, has struggled, notably on the clothes aspect. Now, because the return to the FTSE 100 signifies, the enterprise seems to be bouncing again, with gross sales up 9.6% to $15B (£12B) within the monetary yr ending April 1.

The marketing campaign with Miller is the model’s newest try to revamp its picture in style.

“We are attempting to get folks to alter their perceptions of M&S and actually drive the model agenda, and over the past couple of seasons we’ve made headway,” Braithwaite mentioned.


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