A schizophrenic offer, which should remind M&S that it needs to nail its core customer
M&S’s footwear offer is bemusing this season, as the trend-led side of the range is so ambitious that it threatens to intimidate the retailer’s 40-plus core shopper, while bread-and-butter comfort-led sandals and courts look staid. A customer summed it up to Drapers by saying she thought M&S was “going after every penny in the market”, resulting in a bizarre mix of luminous fuchsia cage platforms - fairly priced at £29.50 - and comfort-led peep-toe pumps for £39.50.
The merchandising techniques employed in this large space could be more adventurous - some displays or mannequins would add interest. Surprisingly - as M&S usually excels in this area - one sales person was overheard speaking unpleasantly to a customer who was seeking advice on an exchange. The store was clean and tidy and well presented.
Great value comes in the way of a rope-soled demi wedge nautical-inspired slingback which is bang on trend and bang on the money at £15. But there lies the major disparity, as a simple white leather high-heel slingback is £49. Low-heeled comfort peep-toes are pricey at £39.50 and a sticker on the sole advises that reheeling should be expected. Not something the M&S customer would expect given its green credentials.