“Our vision is to be the standard against which all others are measured… making aspirational quality accessible to all” Marks & Spencer

  • Client M&S Outlet
  • Project Marks and Spencer – Antrim
  • Cost £ 600,000
  • Sector Retail
  • Location Antrim, Northern Ireland
  • Date Completed May 2004
Background
Marks & Spencer is one of the UK’s leading retailers of Clothing, Foods, Homeware and Financial Services, serving 10 million customers a week in over 300 UK stores. ‘Marks & Spencer Outlet’ was launched in November 2000 with the aim of becoming the UK's leading Outlet Retailer, translating the leading standard principles of the main brand into the Outlet stores.
The Challenge
The L&H Solutions team, leading various disciplines both within and outside the L&H Group, were appointed to deliver new key brand values and reflect these in the store environment based around a review of the current Outlet format, the competition and the main chain. Work was focused on one new store in Antrim, Northern Ireland.
The Solution
The L&H Solutions team produced a ‘Brand Design Intent Document’ summarising Outlet’s relationship to the M&S parent brand and defining its unique positioning. This strategy was then applied to the new store experience. As many new initiatives as possible were included within the new Antrim store where it now acts as a prototype for the new brand experience and inform a Branded Store Manual. This challenging project was successfully delivered on time, with M&S now considering ‘retrofitting’ the existing Outlet portfolio and rolling out the new concept to future stores.