// Marks & Spencer scraps TV Christmas marketing campaign for clothing arm to focus on grocery
// M&S has run separate TV campaigns for its Christmas clothing and meals provides since 2018
Marks & Spencer has reportedly ditched its TV promoting marketing campaign for its clothing division to as an alternative focus on its grocery providing this yr.
The retailer is now relying on on-line and influencer exercise to drive its festive clothing and homeware gross sales, and can as an alternative focus its advertising and marketing efforts on meals, Campaign reported.
M&S has created separate campaigns for its Christmas clothing and meals provides since 2018.
Earlier this month, M&S discovered that searches for Christmas merchandise on its web site have skyrocketed by 80 per cent yr on yr as customers search to spend early this festive interval.
Last yr, M&S’s “Go Jumpers” Christmas clothing marketing campaign had pushed a six per cent and 7 per cent respective improve in gross sales of jumpers throughout womenswear and menswear.
Advertising agency Odd has been accountable for the retailer’s trend and residential promoting since 2019, however exercise on the account has been paused for the reason that begin of the Covid-19 pandemic.
In August, M&S made word of its struggling clothing arm, reporting that its gross sales of clothing and residential items have been “well below” 2019 ranges.
M&S stated it wouldn’t share particulars of its future campaigns earlier than launch.
It stated it’s “focused on helping our customers shop with confidence in store and online” by way of a variety of buyer channels.
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