M&S has revamped its White City store to make the shop environment “match the improved product offering” at the retailer.
Marc Bolland, M&S chief executive, said: “The product is a lot better and we need our stores to fit this as well as our online and advertising campaign. The journey has to be seemless for the consumer.”
The store is only the second M&S shop to feature the retailer’s new menswear concept. Bluewater was the first. White City is the first M&S shop to boast a white shirt collection – which will be in 60 stores by the end of the year – and the second shop to have a made-to-measure tailoring service. The suit range is now clearly segmented by shapes with sizes placed behind a featured suit.
The store is also the first M&S shop to have a dedicated babywear section complete with furniture, fashion and third party branded products including Baby Bjorn changing bags.
Across all store departments the product has been divided into clear ‘shop in shops’ for each of the sub-brands with enhanced merchandising to inspire and help customers put outfits together.
The M&S collection is itself divided into key product categories including dresses, coats and knitwear to make it easy for shoppers to navigate.
Belinda Earl, style director, said: “There is a greater focus on sub-brands and there is less overlapping in store. Consistency is key. We have to continue to deliver every season. Half of our key trend stock featured in ads is available now, or will be in two weeks in 100% of stores.”