The high street is awash with fallen fashion giants. M&S Clothing & Home is curbing that trend. As part of The Drum’s Fashion & Beauty focus, we invited Mother Design’s Kirsty Minns, an architect of its recent creative campaigns, to explain the revival.
The fashion industry can be brutal. Brands that once led the high street have become the ghosts of fashion retail history. Brands like Topshop, Debenhams, BHS and Ted Baker. The list goes on, and so do the demises.
More recently, Superdry and online giant Boohoo have both seen their fortunes tumble in a fast-changing market. At the same time, fast fashion giants like Shein and Temu are thriving on reactive pricing models, further challenging the high street establishment.
The pressure to follow suit is intense.
However, as many brands have learned, neglecting long-term brand strategy in favor of short-term product trends can quickly lead to a downward spiral. When the dust settles, the only question that remains is: what …