
Do you prefer to shop in boutiques or chain stores?
boutiques
chain stores
A few days ago I visited the M&S women’s departament in Cambridge, miraculously drawn in by their easy-to-miss, dull window display. Amidst a sea of outfits with literally zero mannequin appeal, I was pleasantly surprised to find a dress from Nobody’s Child—a brand deeply rooted in the vibrant fashion scene of London’s iconic Carnaby Street, now stocked across the M&S stores.
Entering a M&S store can sometimes feel like stepping into your grandma’s parlour. As a former fashion buyer with over 20 years in the fashion industry and experience spanning from design to styling, I walk into the store donning black sunglasses to shield myself from judgmental glances. I almost pray that none of my acquaintances recognise me in what's historically been known as a temple of dull, outdated fashion.
Aiming at an older demographic, you'll find an array of brightly coloured t-shirts and jersey dresses designed to flatter a mature customer's complexion, or so has thought somebody in the design team with absolutely no clue how to make a women in her 60s feel confident, stylish and sexy, rather than dull, frumpy, and 20 years older. There’s also the knitwear, often made from yarn blends that aren’t the most comfortable or breathable.
Unsurprisingly, the customers browsing the endless rows of racks are often closer to (or beyond) my mum's age than mine. Occasionally, you'll spot a 20-something year old student sneaking around, looking for a dress or a pair of shorts. Not to sound ageist—after all, we all reach that stage in life eventually, and I have immense respect for this generation—but as a trendy 40+ women, I feel out of depth when shopping for my wardrobe surrounded by a pack of women in their 70s.
The shop's design leaves much to be desired. The space feels like an endless desert of racks, the lighting is terrible, and there's nothing here that would make me want to rave about how stylish the shopping experience at Marks has become. While the staff was smiley, I wasn't offered any styling advice, or asked about the purpose of my visit. It's a far cry from the boutique shopping experience that my fashion clients offer to their customers; a shopping destination where you feel pampered and loved and want to go back to for a chat, a browse and honest fashion advice.
The picture I'm painting may seem a bit underwhelming at first, but there's hope on the horizon. After my last visit, I can honestly say I’ve noticed a significant shift toward attracting a younger, more trend-conscious customer. Many of the M&S styles now cater to the 30-40+ age group, moving beyond their traditional core customer base of women aged 60+. You'll discover tastefully designed basics, budget-friendly boyfriend denim, and even leisurewear that, while not necessarily appealing to a trend-driven customer in their 30s and above, certainly doesn't assault the eyes with fluorescent prints or other tasteless inspirations.
As a marketing specialist dedicated to supporting small businesses, I can certainly appreciate the potential behind M&S's new strategy targeting younger audiences. However, there's still a considerable distance to cover. From revamping shop designs—perhaps with Mary Portas's touch—to lackluster window displays and staff in need of a wake-up call, not to mention shifting perceptions away from M&S as a store exclusively for the elderly, there's plenty of room for improvement before I'll feel comfortable and proud to share my M&S shopping experiences with my friends. For now, I still advocate for the boutique experience—it's tailored, personalized, and simply more fun.
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