H & M : Brand History And Weak Brand Image Essay
There are two core problems that M&S faces while attempting to target younger audiences: Brand history and weak brand image.
Historically, although the brand has always attempted to target everyone, its primary customers have usually been older, middle class women in their 50’s. Therefore, attempting to target a younger generation of consumers does not seem like a valid marketing strategy for M&S. Natalie Berg, a retail analyst at Planet Retail states that: “M&S is trying too hard to compete with fast fashion chains on the High Street and appeal to a younger audience. This is alienating its older audience, which is really dangerous” (Katie Hope, 2014).
Simultaneously, the brand struggles to have…