Marks in Time - The History of M&S

A couple of weeks back we visited the M&S archives at Leeds University. It would of been a wise idea to of completed this task shortly after the visit, however, I can't help but make an easy situation infinitely more difficult, so drawing from a few notes and a rusty memory, here goes...

1. Marks & Spencer hold five core business principles. These are: quality, service, innovation, trust and value.

2. In any advertising for M&S, one, if not many of the core principles are to be translated across to the audience. It is the strategic approach of the advertising that controls how the message reaches the consumer. For example, in the 1960's commercial St Michael on Holiday, the location is very stylish and the house featured has very modern furnishings - a far cry from a run-of-the-mill family home - which portrays M&S as an innovative brand. The luxurious location further implies the quality of the clothing whilst the happy, smiling family who're wearing the garments allow to audience to trust what they see. How could this innocent looking family possibly being lying to us? Regardless of the wealthy appearance of the commercial, the general public were aware at the time of M&S' reasonable prices which gives a feeling of value for money.

Contemporary TV ads

1. Rupert Everett, Rachel (S Club 7), Des Lynam, Martine McCutcheon, Gordon Ramsay and Helen Mirren all star in M&S' 2004 Christmas commercial. M&S regards itself as a down-to-earth brand that has started from the bottom-up. Each one of these famous faces has not only started at the bottom and worked very hard to achieve success that is appreciated by many, but all are very honest characters who you could happily have round for a dinner-party. Except Ramsey maybe. Everett is male pillar of art/culture and passion, Ramsey is a strong-willed sign of masculinity who appeals to the perfectionist in us of all. McCutcheon is a symbol of a self-respecting female being comfortable with who she is. Mirren is an example of an independant woman driven by ambition. And good ol' Des will always be there to tell you the footy results.


2. The location for M&S' '07 Autumn range is on board the very swanky Orient Express. This instantly brings to mind striking visions of the Flying Scotsman tearing through the country, renowned for its beautiful heritage and admired by all. This references the proud history of M&S and links to the benefits of wearing their Autumn range - people will be in awe of you. The rustic Oak interior of the carriages, which pepper the commercial bring about a sense of tradition and reflection. As winter draws closer, people begin to reflect over the past year, so this gives the audience a chance to reflect upon the heritage of M&S. The colours also follow the Autumn theme, matching the clothing range, as well as suggesting other traits of Autumn, such as rich and hearty food: Steak & Ale pie, winter vegetables etc. all of which M&S also offer.


3. The 'Your M&S' ads started featuring celebrity models of all ages and types in 2005.


4. It was indeed the luscious, oozy, gooey, softly-trickling warm Chocolate Pudding which featured in the first 'Your M&S' ad. New factories had to be built to cope with the demand for this particular choccy pud-pud as sales increased by 3000%.


5. To celebrate 125 years of the M&S brand, RKCR's TV spot shows Twiggy - M&S' eldest (and some would argue, still the most gorgeous) face - taking us through a time-line of the brand. From the Penny Bazaar stalls, to the creation of microwavable meals, the pioneering of sell-by dates and fitted bras, all the way through to their current emphasis on tackling climate change. Twiggy has been their right from the first advertisment, so she represents an eternal symbol of the brand's longevity. She remains attractive to this day, just as M&S core principles remain the same to this day. She makes a sweeping statement that bolsters M&S' value of innovation: 
 
"They've changed the way we eat, they've changed the way we dress, they're changing the way we treat out planet".  

Sweeping though the statement may seem, the earlier mentions of microwaveable meals and fitted bras support the first two claims. This leads us to believe that M&S are doing everything they can to reduce their carbon footprint, therefore consolidating another of their core values: trust.
"No-one goes further to bring you the best possible food", links to the value of service. This leaves only the principles of quality and value remaining, both of which are cleaned up in the campaign's endline: 'Quality worth every penny'.