Marks & Spencer has unveiled its first men’s underwear marketing push in 10 years, as part of what is also its first-ever campaign in the underwear category across women’s and men’s product.
The new campaign ‘Make an understatement’, will launch 20th February with the ranges available in store and online, with the campaign running across VOD, billboards, digital and social platforms, reaching an estimated 183 million people across all channels.
Mitch Hughes, Menswear Director, explained some of the reasons behind the new launch. “The powerful campaign and collection are all about providing the perfect fit and empowering customers to feel confident in making an understatement with their everyday underwear. That’s why, for the first time, we have introduced brand new 360 Flex technology to the range as well as updating our shapes and fits – including our new classic woven boxer as we see this trend for summer.”
Charlotte Davies, Lingerie Director, commenting on the launch said “We believe that self-expression starts with how you feel, and for many of us, that begins with the underwear we choose to wear. With our new campaign, we’re inviting customers to embrace simplicity, subtlety, and sophistication – showing you don’t need to shout to stand out. M&S underwear is about understated confidence, comfort, and an effortless style that feels as good as it looks”.
M&S has been the market leader in the women’s underwear category for over five years with a 39.5% share in bras and 1 in 3 women in the UK buying their knickers from M&S. M&S also leads in men’s underwear with a 19.2% share of the market, +4.4% from 2021.
The new Men’s Autograph underwear range comprises briefs, trunks & boxers and features 360 Flex technology with soft and breathable modal-rich fabric and available in black, white, grey, navy and blue with seasonal updates including olive, taupe, and smoky green. The menswear collection is designed to complement the colourways in the lingerie styles in the Women’s collection, which are also available in black, white, navy and smoky green.
