Marks & Spencer Trendy: Buyer’s Insights

M&S has truly delivered this season – dare I say, one of their best in recent years. Bursting with texture and color, it’s an exciting mix of heritage and fun.

Those who rely on the retailer for long-lasting staples will be kept happy with argyle knits and sleek, double-breasted wool coats, while those after something a little more daring will be drawn in by luscious, faux furs and a snakeskin co-ord that demands attention.

At 29, I’m hardly Gen Z, but I was thoroughly impressed.

Personal favourites include a khaki barn jacket sure to be a viral hit (they’ve already had several online sensations so far this year),a pair of red,Ganni-esque cowboy boots,and the new M&S ski collection,the retailer’s latest innovation,which expertly straddles the line between fashion and function.

Accessories also feature heavily and include chunky, jewelled necklaces, studded bags, and your choice of statement earrings.

Shimmery dresses and red-hued pieces are likely to be the focus this end of the season,but the buying team have also provisioned for the inevitable December fatigue with all things sequined,bedazzled or otherwise.

When that time comes, and come it will, winter whites and rollneck jumpers you can easily transition into your early spring wardrobe will be your saving grace.

Of course, not every piece hits the mark, but that’s where a good belt, boot, or bold lip can do the heavy lifting.

The entire edit has its finger right on the pulse of fashion, an remarkable feat considering the buying team often has to make decisions on what next season’s designs will look like nine to 12 months in advance.

“We continuously test products to see what resonates, and over a period of time, you can start to get a sense of what’s going to work and what’s not,” notes Evans.

“Customer feedback is also really critically importent, as well as our own intel around what’s happening in the industry.”

For lingerie director Charlotte Davies, it comes down to knowing their audience.

“The one thing that we pride ourselves on is that we really understand women of all shapes, sizes, and demographics, and we make sure that we cater for that range. For example,when we’re talking about the shapes of bras and knickers we’re going to stock,we make sure we have a big collection and a broad appeal.”

“In this collection, we are covering everything from soft, cosy loungewear pieces, all the way through to slightly sexier, more seductive, sheer lingerie looks,” agrees Soozie Jenkinson, head of design.

Trend forecasting is, as you can imagine, a fickle business, especially given the breakneck speed at which the internet cycles through fashion fixations.

Obviously, the runways provide ample inspiration, but so too does social media. “We have to have what I call our ‘creative antennae’ up all the time,” explains Jenkinson.

“We have to look at what’s happening on social media,what’s happening instantaneously,versus long-term trends. It’s about making sure we’re looking at the most important womenswear trends and then blending them with what’s happening in the lingerie market, and creating something that’s unique for our customer.”

So, what’s the verdict – is M&S cool again, or am I just old? The answer, I think, is a little of both.

Yes, the new season stock is considerably chicer than it used to be, but I’ve also matured beyond wanting barely there going out tops that hardly survive the night, never mind multiple wash cycles.

I’ve grown up, but so has the brand – and it’s morphed into something genuinely covetable.

All that’s left to do now is make a beeline for the Grafton Street branch to get my hands on one of the fabulous Penny Lane coats before it sells out.