Marks & Spencer has unveiled a new menswear marketing campaign to emphasise how its offer has changed and prompt a reappraisal by shoppers.

Marks & Spencer’s ‘Slimmer, Sharper, More Stylish’ campaign is focused on casual outwear and knitwear. For the first time in more than a year, the menswear offer will be promoted with print ads as well as on billboards and social media.

The retailer hopes consumers will notice a difference in its menswear offer this season, following a range edit and increased emphasis on casualwear to reflect the declining popularity of suits and ties.

M&S has increased its number of leisurewear lines this season by 12% and knitwear by 4%, while suits and formalwear have been cut by 14%.

Menswear director Wes Taylor, who joined last year from Burton, said: “M&S menswear is changing. We know the fits we offered were out of sync with the market so we’ve done a lot of work on our product and making it easier for men to shop with us – with fewer, better choices.

“But we have to tell our customers about these changes and this campaign shouts about our new and improved fit on our hero autumn/einter categories of knitwear and outerwear.

“This season, we have a substantial amount of new product for customers to really notice a change in our products as slimmer, sharper and more stylish.”

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