New YouGov data shows Marks & Spencer at the top of the table for fashion brands as we head into the all-important Christmas season.
YouGov research has shown that almost half (49%) of Christmas gift buyers give clothing, so all fashion brands will be competing hard for those holiday pounds.
With a table-topping 50.5% consideration score in the YouGov 2024 fashion rankings, Marks & Spencer will be anticipating bumper Christmas sales.
Last year the Marks & Spencer score was 47.8%. This improvement places them number four in the ‘most improved’ table, behind Gucci, Adidas and Levis. Marks & Spencer have put considerable investment into business in recent years, and the company is part of the way through a year ‘turnaround’ plan. The improved ranking suggests these efforts are bearing fruit.
Sarika Rana, head of consumer insights, UK, at YouGov, said: “YouGov’s 2024 fashion brand rankings leave no room for doubt: this has been Marks & Spencer’s year. Their turnaround strategy is expanding their reach to younger customers while keeping their traditional shoppers happy at the same time, which is no mean feat. Given the work they have put into building the brand, their highly rated Christmas advert spotlighting their fashion range and a leading consideration score, Marks & Spencer is in a strong position to capitalise on this year’s festive spending.”
Among Generation Z consumers, Nike takes the top spot as we head into the gifting season, so they can expect to feature on many young people’s Christmas wish-list. However, even here there is evidence of the success Marks & Spencer have had in recent years. They take number 5 in this table, showing that their branding push to extend their appeal without alienating their traditional customer base is paying handsome dividends.
YouGov’s research found that Marks & Spencer topped the tables among both men and women. This means that if someone gets you clothing this Christmas, there is a very decent chance you’ll know where they brought it.