The week Marks & Spencer previewed their new AW17 menswear collection and instead of a traditional press day, which is usually a selection of clothes hanging on a rail or mannequins, they opted for a catwalk presentation.
Left - One of the models was Instagramming his six-pack on M&S's AW17 menswear catwalk show
They’ve done this previously, but, this time, it was a fun affair and they injected personality and humour into the proceedings. As well as a cross-section of ages of male models, there was a sausage dog, a little girl, a topless Instagram selfie taker, a musician, a guy wearing a tuxedo. You get the idea.
The idea was that it was men on the street and these were the characters in M&S clothes and the different type of guys they dress or can be dressed there..
There was one model carrying a coffee and even a guy holding one of those brown, square paper coffee shop bags. It was all very Sunday-mornings-avocado-on-toast, Bright-Lights, Big City and was aspirational enough.
The next day I woke up thinking about that coffee and paper bag and thought why weren’t they M&S branded? Why weren’t the models carrying M&S carrier bags? The answer is because they’re not cool enough. One of M&S’s checkerboard carrier bags says “egg & cress sandwich” rather than "modern, urban and fashion conscious guy".
And that’s the Brand Disconnect.
M&S needs to work backwards. It needs to think about making people feel good and want to carry a M&S bag and for it to be believable in a show like this. There is no reason why people aren’t happy to get their coffee and Danish from Marks & Spencer. There’s also no reason why they’re not happy to get the rest of their wardrobe from there either, but once it hits one of their green or white plastic bags it sucks the life out of the purchase. Any notion of special is gone.
And I think this is Marks & Spencer’s problem: it’s not the product, it’s the packaging. It’s just not cool or special enough. They have plenty of hot-food, coffee shop-type places and could easily make contemporary packaging for customers to take this away in. Or, even just simple brown bags with a printed logo. It’s not about disguising it’s M&S, it’s about updating and making people want to carry your brand. It's also not about money, well designed and contemporary packaging shouldn't cost much more.
They don’t have to go all hipster, but if they’re ever going to update and put back some retail magic they need to ask themselves why weren’t they happy for the models to be carrying current M&S packaging? Retail is detail after all.
Update Correction - Marks & Spencer's said "We are surprised about your branding comments, as we used both a branded coffee cup and a branded bag in our show (see pictures attached) and worked really hard to ensure we included lots of detail. Also, we have not offered the green carrier bags for over a year, in line with when the whole branding was re-designed in black and white".
I accept my mistake and it's good to see they used their own packaging. From where I was standing, at the show, the packaging looked plain and anonymous. I still think it shows how important bold branding and packaging is even in the most simple and everyday of purchases and how modern retailers want and need customers to be seen to happily carry their product.