M&S has announced a brand partnership with iconic British shoe retailer, Clarks.
The partnership is part of the retailer’s strategic shift from “special occasion” clothing and footwear to everyday style and value. M&S’s strategy involves growing its presence in the kids casual categories.
M&S said it recognised the opportunity to introduce a trusted footwear specialist alongside its own range, as part of its brand strategy, and is therefore trialling a partnership with Clarks for 2021.
Across the market, “Back to School” is the third biggest retail event of the year. and following more than a year of disruption, this back to school season will be an important moment for many families, M&S said.
Clarks best-selling school shoes will be available on M&S.com and in eight M&S destination stores – Argyle Street (Glasgow), Bluewater (Kent), Cheshire Oaks, Culverhouse Cross (Cardiff), Hedge End (Southampton), Lisburn, Westfield Stratford (London) and Wolstanton. Next month M&S will launch a major Back to School customer campaign focusing on being the “go-to” for sustainably sourced schoolwear offering innovation and value, now with the added bonus of Clarks school shoes.
This year for Back to School parents will see M&S kidswear has put a renewed energy into making it easier to remember the “extras”, with items such as new socks and vests harder to miss when shopping on M&S.com. As part of this focus on a complete offer, M&S is also boosting its accessories range by introducing the brand Hype. Hype’s popular range of school bags and water bottles will be added to the M&S platform this summer.
As part of reshaping M&S, the retailer is focused on being a destination for Kids casual as well as uniform and therefore the partnership with Clarks will also include a selection of daywear shoes. Clarks joins the kidswear brands already live on M&S.com (Ben Sherman, Original Penguin, Elle Junior, Russell Athletic and Havaianas) with Little Joule, JACK & JONES JUNIOR and Somebody’s Child (the new kidswear range from Nobody’s Child – the first brand that launched on M&S.com) also set to join the M&S Family this summer.
Jill Stanton, Director of M&S Kidswear (Womenswear & Beauty) said: “For millions, an M&S uniform with Clarks shoes is a rite of passage – so we’re making it even easier for parents by offering the option to purchase these together on M&S.com, as well as in eight of our destination stores. Our kidswear mission is to remain the “go-to” for Back to School whilst growing our daywear offer and that’s all about being more fun for everyday – more comfortable, more colourful, more casual. As part of this, we have a great opportunity to introduce curated brands to complement our offer – from our exclusive “mini-me” Ghost dresses which have been flying off the shelf, to the new brand from Nobody’s Child – Somebody’s Child. It’s a really exciting time for M&S Kids and we’re looking forward to hearing our customers’ feedback, from both parents and kids.”
M&S Kids is growing ahead of the market with market share of +0.5 per cent versus pre-pandemic. It is now the third biggest online kids clothing website in the UK, customers benefit from free next day click & collect across over 600 M&S stores nationwide including Food only locations.
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