M&S rolls out Goodmove range into every UK store
When M&S launched its Goodmove range in early 2020, there were questions over whether it had come too late to the activewear and athleisure party. However, it clearly got its timing just right and the line has been a big success story for it. So much so that it's now rolling it out into all of its shops.
The brand, which also expanded into men's and kids in early 2021, has sold 1.6 million items over the last year and around 5,000 of its best selling Go Move gym leggings at £25 are sold every month. The company said the own-brand has achieved number one market share in women’s activewear.
Having recently doubled its buy of printed leggings in womenswear, from this week, it has expanded distribution of the brand, making it the first time it will be available in every single M&S store.
The team also expanded the range into new product areas including yoga earlier this year and placed a much bigger focus on walking & trekking. It said this will grow further for the upcoming autumn season. “This follows success in waterproof products throughout the rainy third lockdown”, it explained.
Online, M&S “continues to surface product within core customers’ journeys, with activewear tops, for example, an important part within the tops filter”.
The company has adjusted its approach to put more product development and marketing support behind its star product categories in recent seasons, with denim, intimates, knits and back-to-school all benefiting. And active has felt the benefits too.
It will continue to build brand awareness and will “hero Goodmove with a marketing campaign that showcases the range’s innovation-led products, highlighting their style, quality, value, reliability and sustainability”. The campaign will run across all customer channels – from digital media to customer emails. And given that social is a key channel for activewear inspiration, there will be a big focus on this aspect of the campaign. New imagery has been released, including shots of athlete Revee Walcott-Nolan.
This comes as the firm’s customer research has shown “wellbeing is a top customer concern post pandemic. Conscious of the fact they have spent less time on their feet through on-off lockdowns, 60% of customers plan to be more active over the summer”.
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