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22 MarksSpencer

M&S

Company:  Marks & Spencer Plc

Brand value: US$2,980 million

Headquarter city: London

Change since 2017: -1%

Industry: Retail

Year formed: 1884

Marks & Spencer is one of Britain’s leading national retailers, with over 1,000 UK stores.  M&S offers its own-brand clothing, homeware and food, with a focus on durability and quality. Many stores are standalone “Simply Food” stores, and in the UK, food sales account for 60 percent of turnover. The brand is continuing its successful 2017 campaign, “Spend it Well”, which was the first to advertise the food and home and clothing parts of the business under a single tagline. Over Christmas 2017, M&S featured an animated Paddington bear character in the story “Paddington and the Christmas visitor”. The brand attributed the popularity of the ad to a 1.1 percent rise in seasonal sales in the UK; the campaign also benefitted the Childline service run by the NSPCC (National Society for the Prevention of Cruelty to Children), which received all profits from the sale of a limited-edition Paddington book linked to the commercial. The campaign also led to the sale of 15,000 Paddington stuffed toys in the first three days following the ad’s launch. M&S offers online shopping and has recently announced plans to close some of its High Street stores as more shoppers move online. In early 2018, M&S partnered with Tata Consultancy Services to drive the brand’s “digital transformation”, with a focus on agility, innovation and efficiency to improve the customer experience.

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