British retailer Marks and Spencer has launched ‘M&S Man,’ an Instagram channel exclusively dedicated to men’s style, in efforts to reach younger male customers.
The Instagram channel will feature interactive content such as styling tips, behind-the-scenes content and showcases of its latest collections, such as the launch of the new Autograph collection earlier this week.
Customers can expect to see curated social media content from the likes of Spencer Matthews, Ian Wright, Vernon Kay, Olly Murs and Melvin Odoom.
With a 10.4% market share in men’s fashion, M&S aims to double down on its ambition to broaden customer appeal, and social media has been shown to be the leading influence on men aged 18-34 buying clothing and footwear, according to Worldpanel by Numerator.
M&S director of menswear Mitch Hughes said: “Through M&S Man and by partnering with some of the UK’s most stylish men, we’re broadening appeal and reaching a new generation of customers.”
“We are building our authority as a voice in men’s style.”
Autograph, the most successful M&S menswear sub-brand, has more than quadrupled in value over the last three years and now represents almost 25% of total menswear sales, with 55% of Autograph customers being under the age of 45.
Hughes added: “Autograph is a big part of our transformation journey, bringing new customers to M&S and strengthening our authority in men’s fashion.”
In the upcoming autumn/winter season, M&S will be dropping 1,800 new menswear options each month, compared to 200 monthly items last year.
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