Marks and Spencer is blasted for patronising its loyal customers aged 50 after dubbing them ‘Mrs M&S’…
We imagine the ‘Mrs’ from other High Street stores...
MARKS AND SPENCER is the high street stalwart that holds a special place in Britain’s hearts.
But it has suffered almost five years of declining fashion sales.
It has faced criticism for seemingly forgetting its loyal customer base and focusing on trend-led clothing that has often been praised by the press, but not reflected in sales.
So newly-appointed CEO, Steve Rowe, last week set out his plans to re-build the M&S fashion empire.
We need to cherish and celebrate her and make sure we’re giving her exactly what she needs at the right time
Steve Rowe
He explained plans to re-engage with it’s core customer who he typifies as “Mrs M&S”: a married 50-something woman who wants “stylish contemporary clothing” and “everyday essentials”.
He added: “We need to cherish and celebrate her and make sure we’re giving her exactly what she needs at the right time.”
Cue an overwhelming backlash across the country.
Social media was instantly set alight with users claiming Rowe was “patronising” and “out-of-date”, with some stating “who the hell wants to be Mrs M&S?”
Chairman of high street rival Debenhams, Sir Ian Cheshire, instantly took advantage of the M&S slip-up by identifying it’s core customer as a fun-loving, more interesting shopper.
So just who are the stars of the high street?
While many stores aim to be inclusive of all ages, incomes and marital status’ with something for everyone, they know the type of woman who makes up the largest proportion of their target market.
Styling up five top-to-toe outfits from some of Britain’s biggest brands, we speculate on their core stereoptype.
Mrs M&S
Age: 53
Income: £50,000 from job and husband
Enjoys: Gardening and eating out
Shops: 18 times a year
Looks for: Stylish, contemporary clothing and everyday essentials. Classic rather than trend-led.
Mrs ‘Claire’ Debenhams
Age: 41
Income: £45,000 as an ambitious career woman
Enjoys: A glass of fizz in between shopping trips and lunching with friends
Shops: Once a week and uses the internet for ideas
Looks for: Fashionable clothes that make her feel empowered.
Miss ‘Ellie’ Topshop
Age: 23
Income: £23,000 as starting out on career
Enjoys: Going out with friends, festivals and reading magazines
Shops: Daily scrolls online for fashion inspiration
Looks for: Super trendy, fashion-forward clothes
Mrs ‘Rachel’ George at Asda
Age: 36
Income: £18,000 from part-time job
Enjoys: Spending time with her family and children
Shops: Once a month, as she takes a quick look while food shopping
Looks for: Versatile, hard-working separates that can be worn to multiple occasions
Miss ‘Laura’ Primark
Age: 30
Income: £25,000 and savvy with money
Enjoys: Girls’ nights in and seeing the latest films at the cinema
Shops: Once every two weeks
Looks for: Bargain basics and cheap yet stylish separates
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