Marks & Spencer has unveiled its first men’s underwear marketing push in 10 years, as part of what is also its first-ever campaign in the underwear category across women’s and men’s product.
The initiative, using the strapline ‘Make an understatement’, formally launches on Thursday and is designed to communicate a “fresh, dynamic aesthetic, with a focus on contemporary design and everyday style, underpinned by innovation and industry-leading expertise”.
Marks & Spencer has been the market leader in women’s underwear for over five years. It holds a 39.5% share in bras, while one in three women buy their knickers there. It is also the biggest retailer of men’s underwear with a 19.2% share.
The new M&S campaign will run across video on demand, billboards, digital and social platforms, and is expected to reach approximately 183 million people.
M&S menswear director Mitch Hughes said: “As the market leader in the UK, it’s only right we continue to lead the way with elevated, everyday essentials that deliver style, comfort and quality to our customers. The powerful campaign and collection are all about providing the perfect fit and empowering customers to feel confident in making an understatement with their everyday underwear.”
Lingerie director Charlotte Davies said: “We believe that self-expression starts with how you feel, and for many of us, that begins with the underwear we choose to wear. With our new campaign, we’re inviting customers to embrace simplicity, subtlety, and sophistication – showing you don’t need to shout to stand out. M&S underwear is about understated confidence, comfort, and style that feels as good as it looks”.
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