M&S launches first underwear campaign spanning womenswear and menswear
Marks & Spencer is to launch its first cross business underwear campaign spanning womenswear and menswear.
To be unveiled on 20 February, the ‘Make an Understatement’ campaign will run across VOD, billboards, digital and social platforms.
In addition, it will feature out-of-home advertising in key cities including Edinburgh, Liverpool, London, Newcastle, Leeds, and Manchester – with high-visibility dual screens in Canary Wharf and Bond Street.
While uniting both womenswear and menswear, this marks the retailer’s first men’s underwear campaign in a decade as it works to grow its market share in the clothing and home sectors.
Never Miss a Retail Update!M&S said it has maintained its market leading position in women’s underwear for over five years with a 39.5% share in bras and one in three women in the UK buying their knickers from M&S. Its share of the men’s underwear market is now 19.2%, up 4.4% from 2021.
Mitch Hughes, C&H menswear director at M&S, said: “The team and I are beyond excited to launch our first men’s underwear campaign in 10 years.
“The powerful campaign and collection are all about providing the perfect fit and empowering customers to feel confident in making an understatement with their everyday underwear.”
Charlotte Davies, M&S lingerie director, added: “With our new campaign, we’re inviting customers to embrace simplicity, subtlety, and sophistication – showing you don’t need to shout to stand out. M&S underwear is about understated confidence, comfort, and an effortless style that feels as good as it looks”.
