M&S stores are closing because it doesn't know who its audience is
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At first the news surprised me. M&S clothing has always seemed a definitive thing, but then again, BHS completely closing down was never something I would have thought would happen either.
Although M&S food has always been popular, their clothing is synonymous with being hit and miss.
That being said, M&S have had their fair share of sell-out items. In particular, the mid-length brown suede skirt comes to mind. This item became ridiculously popular after it was worn by fashion icon Alexa Chung. It ended up with a waiting list which, according to the Mirror, had 3,500 names at one point.Alexa Chung has done a lot for publicising M&S womenswear. As well as wearing that skirt, she has had two collections this year and both have been popular. However, endorsement from Alexa Chung is just one thing. The main problem with M&S is that the audience is very broad. Who actually is the ideal M&S woman? Is she a businesswoman, or is she a stay-at-home mum? Is she your grandma or is she a 20-something fashionista? The spectrum of styles of clothing is so broad she could be any; she could be all of these women. For me, M&S is a store more often associated with slightly pricier food and tasty bakery treats. In fact, to get to this side of M&S I usually have to pass through the clothing. Depending what mood I’m in, sometimes I notice the clothing, but often I won’t. It is probably only because I have an interest in fashion that I do browse at all. Over the summer I actually did purchase an item of clothing: I bought a leather jacket. It struck me, not only because of the quality, but also because I’d finally found a jacket with straight, non-tapered sleeves and without too many embellishments!
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