1.M and S has progressed and adapted through the years to
fit people’s needs of the day. Historically they started off as a family store
and adapted to the styles of fashion, technology and food through the years.
They have tried to be innovative throughout the years from creating new fabrics
in the 1940/50s; introducing ready meals in the 70s and machine washable suits
in 2001. Economically they have had increased profits throughout the years and
have expanded the company all over the UK.
2.The five key principles – quality, value, service,
innovation, trust
3. They have used a few of the key principles in this
advert. They have put the word quality in the text of the advert and used it as
the first word, this shows that they are trying to emphasize this word in the
advert. The text is also right in the middle and covers up some of the picture
so it’s the first thing you are going to look at. They have the slogan quality
worth every penny, suggesting that the food is worth the value. In the corner
they have placed celebrating 125 years, this is showing that they must be
trustworthy if they have been going 125 years and they must have had the
innovation to be going such a long time.4. I think the orient express has been used in the advert with them ending up in Venice. I think they have used this because it is classy and M and S has high standards I feel. You could also say that Venice is fashionable so it only right they end up there.
5. The campaign shows 12 British women from diverse backgrounds and professions. After researching the ad campaign, it is clearly designed to turn around the fortunes of the store, which has seen eight consecutive quarters of declining sales. The new models are dressed in the first collection from new style director Belinda Earl, who has taken the brand upmarket, with more cashmere, silk and sharp tailoring. Overall I feel that M and S are using these range of women from the different backgrounds that all seem to intertwine with its core values in some way with there professions or history. I believe they feel that women will see this and either be inspired by these women or empathize with them.
