The Guardian: Fashion matters at Marks & Spencer. Clothes are an emotional purchase, and when M&S is successfully delivering clothes that its customers desire, it’s a strong sign that the retailer is on the right wavelength. Food may be a much larger part of the business these days but fashion is the bellwether.
The strong sales figures for the past year that M&S revealed on Wednesday have been driven not just by the below-the-radar basics of underwear and T-shirts but in the fashion-forward categories of denim and dresses. The Sienna straight-leg jeans with stretch, which sell for £22.50, are a current bestseller and illustrate how the store is finding the confidence to deliver denim that speaks to contemporary style without pitching too far into faddish trends.
The Sienna jeans sit just below the natural waist and are fitted through the hips, but release from just above the knee to the ankle, for a silhouette that looks more up-to-date than a skinny jean without being challenging to wear. Sizing is inclusive (6-24) and well thought through (jeans and trousers come in five lengths).