M&S announces 17 more store closures

“The closing of Marks and Spencer comes as terrible news for Huddersfield, but is not a real surprise. As happened to House of Fraser and Debenhams, British retail stores are facing the challenge that also their cousins in the US had to face not a long time ago. People are looking for innovation, a breath of fresh air when they shop. They want to experience new things, to see that their favourite brands are feeling them and recognising them for their needs and for their will to leave meaningful experiences, something to remember, to talk about with friends and families. The debate regarding the meaning of brick-and-mortar in a digital era is very much alive. Yet, especially in the fashion industry, the retail store is still one of the main points of reference for the consumer to get in touch with the brand. Hence, rethinking the retail store strategy might help the brand in the short term, although it is a painful decision considering all the job losses deriving from this decision. However, on the long term the brand, M&S as others should consider rethinking some other main aspects of its marketing strategy. For example, they have a great history and heritage which they are not exploiting as they could, and the Leeds archive is an amazing and surprising place to visit. Another main problem of the brand is that for a long time it has been considered a retail store for the "old lady". People cannot be defined (or targeted in marketing terms) according to their age anymore. Being able to provide consumers with products which reflect their feelings, their interest, the when and where they wear their garments should be a priority for any brand in the fashion industry. For example, Gucci has understood this important factor and has started to promote the brand with the endorsement of personalities such as Faye Dunaway. The message sent is no matter your age, we care more about how you feel, and being 78-years-old on paper (sorry Mrs Dunaway) is not a sufficient reason for not feeling young, elegant and attractive.”

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