The retailer will roll out its 150-piece Goodmove collection, which includes leggings. Photograph: Darren Staples/AFP via Getty Images
Collection shows firm’s bid to shed its reputation as seller of frumpy clothes to over-50s
Marks & Spencer is looking to shed its reputation for selling frumpy clothes aimed at the over-50s in 2020 by going after the booming athleisure market with a range of affordable sportswear.
M&S, which is due to issue a Christmas trading update next week, has been unsuccessfully trying to reinvent itself for nearly two decades but chief executive, Steve Rowe, is promising to make the changes. The retailer is redesigning its fashion and food ranges to attract more young families. At the end of last year it poached Richard Price, the head of Tesco’s F&F clothing and homewares label, to lead the struggling clothing division.
M&S already sells one in four sports bras in the UK but sees scope to cash in on the booming sportswear market, which has been a rare bright spot for fashion retailers at a time when overall clothing sales are falling. High street rivals, including JD Sports, have benefited from a shift towards casual dressing across the generations and in the workplace, which has made trainers and leggings everyday attire.
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