LEADING LADIES
I can't help but notice that here has been a lot in the press about Marks and Spencer recently. As well as just being named the UK's Most Ethical Retailer 2014 (beating H&M and Zara), they recently launched their Leading Ladies campaign in March which caused a storm in the press.
For me, Marks and Sparks is a shop I associate with middle aged women and boring businessmen. I think the only thing I've bought there in the last 3 years is a pack of tights and the brand doesn't really scream 'young'. However the new campaign, shot by Annie Leibovitz, features a variety of famous women looking pretty good in M&S clothes I must admit. The executive marketing director wanted this campaign to show "the unique and diverse women of a modern Britain" and show that "Marks & Spencer is a democratic brand which is relevant to women of all ages and strands of life."
I think the brand has managed this is some ways, there are certainly trying to appeal to a younger market by using 23 year old singer, Rita Ora in their campaign, but for some reason the whole thing still seems a bit too mature. Some of the 'Leading Ladies' make sense; Annie Lennox, Emma Thompson - good, we know them. But Rachel Khoo, Alek Wek and Lulu Kennedy are a little less recognisable (and who even is Doreen Lawrence?!).
Overall I think this campaign has been a good thing for M&S. Even if the overall idea didn't really go a planned (apparently the guy who came up with the idea has been fired... Oopsie), the publicity from it has been huge and this can only be a good thing for Marks. Plus, the clothes aren't actually that bad...
No comments:
Post a Comment