Marks & Spencer launches activewear
Marks & Spencer launches activewear in a bid to attract young female workers who’re into affordable activewear. It has launched its biggest campaign into the sportswear market with its 150-item activewear range called ‘Goodmove’.
The brand has been having difficulties in its clothing sales and is trying to change that by targeting family-age busy female customers.
The tagline for the campaign is ‘Goodmove- for however you move’ and focuses on the word ‘good’ to get consumer awareness of the activewear range. The themes include ‘good balance’, ‘good morning’, ‘good times’ and ‘good friends’.
The campaign will run all through January and it comprises of in-store as well as outdoor activity and will also include digital marketing all through Instagram, Facebook, YouTube and Pinterest.
Marks & Spencer launches activewear after recruiting real women from the UK to test the product first.
M&S is presently the leading marketer of sports bras. It is also the second-largest merchant for activewear. The Goodmove range has its sportswear range up by 75%.
M&S said, over the last three years, the athleisure market has been outperforming the overall clothing division. This female-led category is mostly sold online.
Marks & Spencer has also created a “Goodmove” Spotify playlist part of the campaign to drive the marketing activity. It features upbeat numbers to get you going.
The marketing campaign was created in-house. The creative concept was supported by Odd, which is a consultant of home advertising and retailer clothing.
The marketing campaign is supposed to make the consumers feel fun, confident and inclusive.