This summer, Marks & Spencer, the iconic British brand, introduces Art of Marks & Spencer – its new marketing campaign curated for the Indian market across print, outdoor and digital platforms designed to put the spotlight on the unique quality and style of M&S’s products.
This is the first time M&S India has launched a special campaign for a category like linen. The new campaign builds on the growing popularity of M&S’s quality linen offer with Indian customers–linen now accounts for 1 in every 10 M&S products sold in India.
In the last financial year (2015/16) M&S saw record linen sales in India – up 15% on the previous year. Highlights included M&S selling 100,000 men’s linen shirts, 94,000 women’s linen tops and 76,000 women’s linen trousers and skirts across its 55 Indian stores and online via Myntra & Flipkart last year.
With a choice of over 120 styles of linen across Womenswear and Menswear with prices starting from Rs 1499, linen is the destination department for M&S customers in India this summer. To meet the growing customer demand, M&S’s buying and merchandising team based in Gurgaon specifically selects linen products to best appeal to Indian tastes, including:
1. A rainbow of colours – To cater for Indian customers’ love of colour, M&S sells twice as many colours of linen as in UK. Top selling men’s linen shirt colours include shades of pink like watermelon and raspberry, as well as flax and blue.
2. More prints and embellishments – Taking linen beyond a trusted wardrobe staple to be a fashion must-have, M&S’s new summer linen collection includes a wider range of prints and flattering features such as lace, embroideries and sheer panels.
3. Linen offer available all year round – Thanks to local sourcing, Marks & Spencer’s linen is available for customers to shop all year round, M&S is able to stretch the seasons to offer linen products in hotter cities such as Mumbai, whilst selling knitwear on colder cities in Delhi in the winter.
4. Innovative linen blends – M&S’s linen collections come with various innovative solutions to help customers combine style and practicality like the Easy to Iron and Linen Miracle™. Exclusively developed for M&S, Linen Miracle creases much less and helps keep you cool all day along with it being Easy to Iron.
Ritesh Mishra, Head of Buying & Merchandising at Marks & Spencer Reliance India, said: “Cool and stylish, linen is the perfect fabric for our hot Indian summers and is a firm favourite with our customers across the country. By tailoring our linen offer for our Indian customers to have more colours and styles all year round, complemented by our new linen marketing campaign, we’re continuing to grow our linen business in India and take our customer engagement to another level.”
