Evolution of M&S
M&S first opened on the Kirkgate market, Leeds at the start of the 19th century, displaying and selling a range of essential household items, carrying a slogan of 'Don't ask the price, it's a penny'. More luxurious goods, such as tea sets and clothing, were introduced between the 20s and 40s, expanding the target market and ranging prices up to a shilling. This is when MARSPEN as a brand was first introduced. During the 40s and 50s, resources became limited and this caused M&S to adapt to customer needs by providing items that would help prolong the wear of old clothes and also introduced savings vouchers so that customers were able to receive good quality at a good price. In the 50s, advertising in cinema caused a new revelation, by associating celebrities with M&S. The 60s saw the introduction of non-iron fabrics such as Orlon that were hard wearing and maintained their shape. As the women started to work, the demand for convenience in the kitchen increased, and in the 80s, M&S introduced ready meals and homeware collections. The 90s commenced designers (PerUna, Autogragh) clothing in stores - brands that are still apparent toady. M&S has maintained its known quality in clothing and introduced the same standards in it's 'Taste range' food.
5 Core Brand Values
Quality: Presenting luxurious products and brands that reiterate an exclusive high standard and therefore quality; this is seen in their 'This s not just food, this is M&S food' campaign that began in 2004
Value: M&S first opened with the slogan 'Don't ask the price, it's a penny.' forming a basis of value for the essentials at the time.
Service: This directly links to the need at the time and M&S's ability to respond efficiently. For example, adapting to limited resources by offering supplies and savings vouchers.
Innovation: New ideas pinpoint success in the brand. This is seen in the 1960s when the company pioneered fresh chicken as a saleable product.
Trust: By using iconic figures in advertising influences the concept of high quality and reliability, offering a style and brand that is trusted.
Well done Lauren, you've evidenced a v. good understanding of the brand values and how they adapted in different contexts. Perhaps just ad the references of information sources.
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