British retailer Marks & Spencer (M&S) is known for its long-standing BraFit service. But it wasn’t catering to the customer of today, especially diverse communities, and sales were stagnant. As the nation’s leading bra retailer, selling the equivalent of 40 bras every minute, M&S felt a responsibility to change this.
The solution was to reinvent not just its media approach, but its entire business, using smart insights, smart attention-grabbing media and more representative creative approach and use the shift to drive business results, show that M&S understands its customers’ diverse bodies and perspectives. And maybe just pick up a bit of brand love and trust along the way.
