Marks & Spencer grew its share of the online women’s fashion market faster than any other fashion retailer last year.
M&S’ concerted efforts to reenergise its floundering fashion arm are paying off, according to new data from Kantar Worldpanel reported by The Mail on Sunday.
In the last half of 2020 the retailer saw its share of the online women’s fashion market jump 0.8 percentage points to seven per cent, also increasing its share across the full year.
Rivals including Next, John Lewis and the recently collapsed Debenhams all saw their shares fall over the same period.
In October 2020, M&S began selling third-party fashion items on its website for the first time in its history as part of an ambitious plan to modernise its offering.
M&S partnered with Nobody’s Child to offer a range of 140 womenswear products including dresses, knitwear and loungewear, all available for next-day delivery.
This marks the first time M&S has sold clothing produced by a brand other than its own, and forms part of its wider strategy to improve its ecommerce offering.
It has since launched a wider variety of third party brands to its fashion range, which has seen a dramatic fall from prominence over the last decade, in a bid to reinvigorate sales.
It comes as M&S powers ahead with its “Never the Same Again” initiative, marking a heavy investment in and focus on becoming a “digital first” retailer.
Alongside its debut launch online with Ocado, M&S has overhauled its iconic “Sparks” loyalty scheme to be entirely digital, and its new app has now been downloaded over 1 million times.