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Marks and Spencer sells 15 pairs of jeans every minute, according to the department store retailer’s data, and new styles and a heavily bolstered ad buy will look to increase that advantage in 2020.
With denim sales up double digits, M&S said on Tuesday that it will honor its place at the top of the market with its first denim-based TV ad and double the typical marketing budget for an ad campaign.
Overall, the move fits into the retailer’s larger plan of doubling down on its “killer categories,” which also includes knitwear and sleepwear.
“This is the third marketing campaign for M&S Denim in less than a year but with double the marketing investment and double the buy, it is designed to spotlight the progress and strength of M&S’s denim business focusing on style, fit and value,” Marks and Spencer said in a statement.
M&S women’s wear and children’s wear director Jill Stanton and men’s wear director Wes Taylor have worked to...