A stylist has revealed how trendy label Finery London could help M&S turbocharge their clothing sales by attracting younger shoppers to the high-street retailer.
In a bold strategy to draw a line under a decade of stagnant clothing sales, M&S will begin adding new brands to its website from today – starting with an exclusive range from the label owned by Dragon's Den star Touker Suleyman.
The retailer has launched pieces from the contemporary brand's collection on its website, mixing the label's signature dresses in sustainable fabrics, priced from £29-£89, with pretty midi-skirts, costing £49.
Calling the new range 'trend-led', celebrity stylist Rochelle White told FEMAIL the addition could help bring the 25-35 market, explaining: 'I feel that M&S have started to understand their customer and what their wants and needs are.'
M&S has announced it will sell trendy label Finery London online amid an ongoing sales slump, with a stylist revealing the new brand could help draw younger shoppers to the retailer (pictured left, a pair of £29 from the brand, and right, a £59 dress)
Celebrity stylist Rochelle told FEMAIL the 'trend-led' dresses, which could in a variety of vibrant and playful patterns, could help M&S appeal to a younger audience
She explained: 'I think the addition of Finery London could drive traffic and sales for M&S. '
She said the new line would help attract 'returning shoppers as well as a new audience', revealing: 'I feel that they still want to keep to their core customer but offering them different ranges and expanding their shopping experience.'
Meanwhile Rochelle suggested the retailer could be drawing in younger audiences with the new collection, adding: 'The Finery range could bring in younger demographic and introduce them to some of the staple offerings that M&S is known for.
'This could open the door to more brands - known and new to market to join the M&S family. Retail has and is changing all the time and I think they have recognised that.
Other pieces for sale in the collection include a £79 vibrant green skirt (left) and a rust orange polka dot midi dress (right)
'For retailers like M&S to standout and survive they have to understand customer shopping behaviour.
'With the Finery range, they have a range of trendy leopard/animal print patterns and flowers which is perfect for Spring/Summer 2021 and fitting for the 25-35 market. The range is perfect for workwear and casual.'
M&S will offer 20 options from Finery London online, with the line described as 'chic and easy to wear, separates' which are 'all about timeless refinement.'
The range is brimming with eye-catching tea dresses combine flattering shapes with lightweight fabrics and standout prints.
M&S will offer 20 options from Finery London online, with the line described as 'chic and easy to wear, separates' which are 'all about timeless refinement' (left, a dress costing £49, and right, a £39 dress)
The line, which is available in sizes 8-18, also includes shirts in a geometric and animal inspired patterns.
An array of block colours and playful, bold and bright prints include polka dots, leopard prints, ditsy florals and abstract stars. Chiffon, satin, soft cotton and crepe add movement to flowing shapes.
The line is the first in a succession of other labels – including Joules, Phase Eight, Hobbs, Seasalt, Ghost and Jaeger – set to appear on the M&S website from next month and in stores when they reopen from April.
The new push is being talked about in the fashion industry as the biggest overhaul of M&S clothing for 20 years.
In a bold strategy to draw a line under a decade of stagnant clothing sales, M&S (pictured) will begin adding new brands to its website from this Thursday – starting with an exclusive range from Finery London, owned by Dragon's Den star Touker Suleyman
The high street stalwart hopes it can tempt both its existing customers and new ones to spend more money on its fashion lines as well as in its food halls.
M&S faces intense competition from its closest rival Next, whose online Directory business has grown at an astonishing rate and sells other brands such as Adidas, Mint Velvet and Ted Baker.
Marks remains the biggest womenswear retailer in the country but it has been blindsided by online competitors including Asos, which sells hundreds of other brands and has turned itself into a one-stop shop for youngsters.
Mr Suleyman, who has supplied M&S own-label clothing ranges for more than 20 years, said: 'M&S is becoming more commercial, agile and more open-minded.
'I've already seen the changes happening at M&S and I feel very bullish about where they are now.
'They were dipping their toe in the water [selling third party fashion brands] last year and now they've got a platform ready, a database to work from and a list of brands to launch.'
The latest moves by M&S form part of wider plans to bring the firm's strategy up to date. It launched an online delivery service with Ocado in September.
Then last month it agreed a deal to buy women's fashion label Jaeger after the talks were first revealed by The Mail on Sunday.