13.2 C
Washington

Marks & Spencer Enlists Sienna Miller to Reach New Shoppers

Date:

Share:


Four years after falling out of the FTSE 100 list, British retailer Marks and Spencer (M&S) reclaimed its spot among the top companies on the London Stock Exchange last week, bolstered in part by strong apparel sales. On the way to shaking off its frumpy image, the once beleaguered brand is seeking to continue its success with a new campaign starring Golden Globe-nominated actress Sienna Miller.

In the latest iteration of the “Anything But Ordinary” campaign, created by agency House 337, Miller shows off the versatility of M&S’ autumn/winter collection. Set to a soundtrack of Peaches’ “Boys Wanna Be Her,” the ad follows the actress as she playfully tries on various items and adopts different personas based on the looks.

M&S enlisted Miller as a brand ambassador as it seeks to win over younger shoppers, the retailer’s clothing and home marketing director, Anna Braithwaite, told Adweek.

“We’ve really had Sienna at the top of our wish list for a while now,” Braithwaite added. “It really felt like she would inspire our customers, particularly the younger customers that we’re trying to bring back through the door.”

“We started working with [Miller] about eight months ago and we shared some of the initial products that we had in mind,” she continued. “She tried them all on and said what outfits she loved, which ones that she felt most at home in and what she felt she would actually wear.”

The ad will be broadcast on TV and VOD in the U.K. and Ireland, primarily through the channels ITV, Channel 4 and Sky. The campaign also incorporates roadside out-of-home, print ads in publications including Vogue and The Times, full escalator ribbons at Oxford Circus and Kings Cross, and digital and social media activity. Media agency Mindshare secured the media placements.

Back in fashion

For years M&S, one of the U.K.’s largest retailers, has struggled, particularly on the clothing side. Now, as the return to the FTSE 100 indicates, the business appears to be bouncing back, with sales up 9.6% to $15B (£12B) in the financial year ending April 1.

The campaign with Miller is the brand’s latest attempt to revamp its image in fashion.

“We are trying to get people to change their perceptions of M&S and really drive the style agenda, and over the last couple of seasons we’ve made headway,” Braithwaite said.

Subscribe to our magazine

━ more like this

Southeast Asia gets hit by the dealmaking slump, with a 39% drop in private equity deals in 2023

Private equity investments are getting scaled back worldwide, as “higher for longer” interest rates and uncertain global growth have dampened investor appetite for...

American Airlines CEO fired top exec after controversial ‘modern retailing’ strategy infuriated corporate clients

American Airlines Group Inc. Chief Executive Officer Robert Isom dismissed the carrier’s commercial chief in the wake of a critical report from Bain...

American Airlines rocked by racial discrimination suit after Black passengers forced off plane

Black passengers who were briefly ordered off an American Airlines plane in January sued the airline Wednesday, alleging that they were victims of racial discrimination. Three...

A 35-year-old Chinese man has been tagged as the alleged mastermind behind a gargantuan botnet used to steal billions from zombie computers

An international law enforcement team has arrested a Chinese national and disrupted a major botnet that officials said he ran for nearly a...

Drunk, unruly teenagers are taking over the Jersey Shore—and the solution is leaving police baffled and divided

New Jersey’s statewide police union said Wednesday there needs to be “real consequences” for drunken, rowdy teens and adults who create mayhem in...