'Fast fashion' driving M&S revival as dresses go to shelves in a month

How a ‘fast fashion’ approach is driving the revival of Marks & Spencer as dresses go from the drawing board to the shelf in just a month

• READ MORE: M&S sparkles again as food and fashion sales surge drives profits

A ‘fast fashion’ approach to design, turning around new dresses from drawing board to shelf in as little as a month, is driving the revival at M&S.

Historically, the 139-year-old chain would take a year to sign off and produce a new design, leaving it at the mercy of sudden changes in high street tastes.

As a result, much of its fashion output was sold at a knock-down price as the store’s aisles regularly turned into something of a jumble sale.

Now, M&S benefits from selling much more of its stock at full price, while its much slicker process means it can quickly generate new orders to cash in on best sellers.

It is an approach that worked for many years at Topshop, from where M&S hired Maddy Evans in 2019 – first as head of buying and now promoted to Womenswear Director.

M&S hits include the £35 oversized ‘girlfriend’ linen shirt (left) and the £39.50 Linen Blend V-Neck Midi Column Dress and a black £35 plunging scalloped style swimsuit modelled by Vogue Williams (right)

A ‘fast fashion’ approach to design, turning around new dresses from drawing board to shelf in as little as a month, is driving the revival at M&S

M&S already ‘owns’ the fashion market for women aged 55-plus, however it is now drawing in new customers in their 30s.

READ MORE: Marks & Spencer sparkles again as food and fashion sales surge drives higher than expected profits

Almost one in every five pairs of jeans bought by women last year was by M&S, making its denim more popular than any other UK retailer.

And this summer it has identified a magic price point for dresses of £39.50, which remains affordable despite the cost of living squeeze.

All things linen, where sales are up 56 per cent, and swimwear – up 27 per cent – have been a stand-out success.

Hits include the £35 oversized ‘girlfriend’ linen shirt, the £39.50 Linen Blend V-Neck Midi Column Dress and a black £35 plunging scalloped style swimsuit modelled by Vogue Williams, who is part of a roster of M&S ambassadors including Holly Willoughby and Binky Felstead.

Made in Chelsea’s Felstead, who is a mother of three, modelled the £35 M&S Pure Cotton Printed Midaxi Cami Dress in a pale green and white print.

In food, M&S is doing well in a climate where shoppers are looking to cook something a bit special as an alternative to eating out or going to the pub.

Its restaurant-style ‘Dine In’ deals include a £12 Gastropub option of dishes from paella to fish and chips, plus a starter or dessert, while there are others featuring pizza, pasta, stir fry and summer rotisserie.

At the same time, it has successfully challenged its reputation as being expensive by pushing its value range under the headline ‘Remarksable’, which has been promoted in a partnership with Michelin star winning TV chef, Tom Kerridge.

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