M&S has named sports presenter Alex Scott as its first ambassador for fitness as it looks to attract more shoppers.
The former professional footballer described it as a “dream moment” to work with the business, This is Money reported. She said: “M&S is such an iconic British brand, and I couldn’t be happier to be joining the team – definitely another ‘pinch-me’ moment.”
The news comes after the group has seen sales of third-party fitness clothing shoot up over 200% in a year, having introduced “Brands at M&S” in 2021 to appeal to younger consumers.
Good move, which launched in 2020, now sells over 1.6 million items annually.
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M&S recently delivered bumper profits, as its ‘Reshaping for Growth’ strategy began to bear fruit, driven by its major investment into improving the quality and value of its clothing and food as well as overhauling its store estate.
The fashion and food retailer has been boosting its style in clothing to attract a wider range of customers, with its strategy of delivering “much better products and style” paying off.
Last summer, the retailer achieved a market leading position in womenswear, with a 9.5% slice of the UK’s clothing and footwear market, marking the first time it had taken the number one spot in four years.
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