CONFIDENCE STARTS AT HOME

 PROBLEM 

Soon-to-be and first-time homeowners struggle to make confident purchasing decisions around homeware due to short cycle trends creating an uncertain design environment and unconfident, uncertain consumers.

 INSIGHT 

'Home' is the most malnourished M&S department, with no solid or distinct marketing communications. With M&S's narrow customer base and the death of the high street, the brand is struggling to connect with younger customers, becoming increasingly reliant on the success of Foodhall.  

 STRATEGY 

To Reposition M&S Home from out of touch to a younger, stylish, and relevant brand. 

 SOLUTION 

Launch M&S Open Homes to re-introduce M&S as a more stylish and relevant brand that showcases timeless styles to encourage confident design whilst promoting timelessness as a solution to regrettable purchases.