M&S Clothing & Home
From tired to inspired: Making mainstream fashion roar
The challenge: M&S Clothing & Home needed a kick in the wardrobe. Their Foodhalls were flying after our refresh, but their fashion spaces? Not so much. The mission was clear: transform a tired shopping experience into something that would make the modern mainstream customer stop and shop.
Our approach: Time to ROAR
1. Strategic sense check
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First things first, we created a framework that kept us honest. We called it ROAD:
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Relevant: Does this work for M&S?
Ownable: Can M&S make this uniquely theirs?
Authentic: Does it feel true to M&S?
Remarkable: Will it get people talking?
2. Space to shine
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A 10,000 sqm flagship store gave us the perfect playground. Time to show what M&S fashion could be - not following the crowd, but leading it.
3. Breaking it down
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We carved the space up into bite-sized pieces. Each section needed its personality while playing nicely with the whole store. Think of it as giving each range its moment in the spotlight.
The solution:
Standing out in style
Bold new look: Stripped everything back to basics. Bold type, clean design, messages that pop. Sometimes less really is more.
Mini brand family: Created distinct identities for key ranges – The Edit, Denim Shop, Trouser Studio. Each one is unique, but a part of the M&S family.
Sustainability stories: Brought 'Look Behind the Label' to life. Because doing good should look good too.
Visual system: Built a design toolkit that's simple enough to work everywhere but bold enough to turn heads.
Store experience: Transformed the flagship into a place where mainstream fashion gets its mojo back.
The results:
A fashion forward future
The new identity didn't just refresh a store, it set the standard for M&S Clothing & Home's future. Clean, confident, and ready to take on the high street with style.
“The Whippet team has worked hand in hand with our in-house M&S team at speed, with precision, a can-do attitude and great flexibility. What was most incredible was their expertise and vision to drive the concept further than we anticipated, but all the time balanced perfectly with patience and collaboration.”
Anna Braithwaite, Marketing Director, M&S