Marks & Spencer is set to trial a clothing-only store after an influx of Gen Z customers has helped drive growth in sales, The Telegraph has reported.
The high street giant announced plans to open a fashion-only store at Battersea Power Station in London to target younger shoppers as sales from the demographic increased.
The boutique-style shop, smaller than average M&S stores, is set to open this autumn and feature a curated selection of women’s and menswear, alongside beauty products and offer personalised styling advice.
The move to capitalise on a resurgence in fashion sales marks a shift in M&S’ strategy, which has sold food and clothes under the same roof and targeted a more middle-aged consumer in the past.
The retailer plans to open more clothing-only locations across the country if successful in its trial.
Retail analyst Richard Hyman told The Times that most customers no longer shop for food and clothing in the same visit, making the concept of a clothing-only store logical.
M&S has turned around its fashion business after it suffered from years of decline. The division saw a 5.3% rise in sales to £3.9bn last year.
Chief executive Stuart Machin described the store as a place to “showcase the best of M&S clothing and beauty at outstanding value”.
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