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Brief Published: 20 Feb 2014

M&S Editorialises E-tail Site


UK retailer Marks & Spencer has launched a new website design with a much larger emphasis on editorial content, which it hopes will lure new consumers.

The fresh injection of editorial style content has been implemented across the platform, but most notably via the addition of a Style & Living section that features daily updates offering style and beauty advice. Advice comes from both in-house editors as well as celebrity and guest contributors, including British model David Gandy, who was central to the brand’s 2013 Christmas ad campaign, and British fashion photographer Eric Frideen.

In addition to showcasing seasonal products and lifestyle articles, the retailer is using the new content to show off its fashion credentials – highlighting pieces that have been featured in popular fashion magazines such as Vogue and GQ.

The brand has also used the update as an opportunity to revitalise its e-commerce feature. It now includes a 360-degree view of products and videos of its clothing – bringing it in line with e-tail competitors such as Asos and House of Fraser. The retailer consulted US-based marketing agency Sapient on the project.

The move follows the lead of multi-brand e-tailers including Asos and the Net-A-Porter group, both have which have beefed up their editorial content to create a more seductive retail proposition. Asos, in particular, is swiftly morphing from retailer to full media brand – see Asos News Channel. 

For more on the convergence of content and commerce, see Shoppable Content Publishing, Anywhere Retail, The Future of Branded Content and Evolution of Magazines.