This is not JUST advertising, this is Marks and Spencer's reinventing advertising

“The curious thing about M&S is how much we know and care about it. It’s more than just another department store. We follow its ups and downs almost as if it were part of our extended family” Justin Picardie, The Telegraph, April 14th 2006

Current issues that fashion companies have to face is 'Re-Branding'. No other retailer has come under massive scrutiny in the UK. 2 years ago, Marks and Spencer was in desperate need of a shake up, with rumours of Phillip Green set to take over the diminishing sales and share prices.

This autumn however, it reported profits rise of 32% to £405 million-it's strongest result in over a decade. It's official, 'Marks & Sparks' has recaptured its consumer confidence once more. This time, a younger audience is in on the magic.

Marks and Spencers facinating turn around has been assisted by a number of celebrities in their fashion campaigns;

Take That

Twiggy

Lily Cole

Myleen Klass and Noemie Lenoir

In 2006 the super-chain launched 'Your M&S' a powerful, colloquial and

symbolic handing back of the rightful ownership of the brand to the British public.

Also, M&S had led the high street in terms of responsible retailing. However, it

appeared to the public that this giant had been sleeping of late; following instead of leading

and failing to really push the boundaries. Nothing could be further from the truth, and the

‘Look Behind the Label’ print campaign sought to re-establish M&S’s ethical credentials

by highlighting the extra lengths that this retailer goes to, be it in reducing the harmful dyes used in clothing production.

In every way, Marks & Spencer have re-invented themselves. Highlighting their stance on ethical policies, and taking new risks with their fashion labels was M&S reinventor, Sir Stuart Rose (knighted in 2007). He is credited with refocusing and re-energising the business investing more time and money into Per Una, giving it cachet among younger, more fashion-savvy customers and making it more profitable.

I think that this is an important story for me to know, one day I may be required to help, 're-brand' something. Be it a clothing department, or company. Every company is looking for more profits and a fresher image and the lesson that Stuart Rose has taught us is that it CAN be done. As a fashion buyer, I need to understand different forms of advertising and PR, and Marks and Spencer is a fantastic example for me to know about. I'd like to re-invent something, lots of stress, lots of fun!