Marks & Spencer's Sales Success - An Undercover Story

1994 campaign for Marks & Spencer new collection of men's underwear. Small budget in 'style leader' monthly magazines produced immediate uplift in volume.
Agency: BMP 4Author: Virginia Creer

Marks & Spencer's sales success – an undercover story

SUMMARY

This case history tells a very simple story. It shows a long-term sales effect from advertising. No other measure was sought, or required. The advertiser is not interested in intervening variables.

Marks & Spencer had a new collection of men's underwear in spring 1994 that was, in its terms, quite radical. The traditional Marks & Spencer approach would have been to place it in stores, perhaps with some particular merchandising support, and leave it to fend for itself among its huge regular...

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