M&S continues to accelerate in activewear with the launch of a new campaign for its brand Goodmove. This new campaign will promote the brand during January, as new M&S Family Matters data shows customers are planning important lifestyle changes in 2022. As M&S has pivoted to casualwear, Goodmove has grown to be its biggest in-house brand.

The January Family Matters Index has shown that 54 per cent of people have already made a life change and 84 per cent of these people will make more changes in 2022. The most relevant contributing factors to a healthy lifestyle are viewed to be good quality food (92 per cent), regular exercise (91 per cent) and spending time outdoors (90 per cent) – making the Goodmove range an important purchase throughout the year ahead.

The retailer first launched the Goodmove brand in January 2020 driven by “British consumers’ increasing focus on health and wellbeing, a switch towards more casual fashion and the rise of home working” – factors that have all accelerated during the pandemic and remain key to M&S offering a relevant range for customers. M&S sells 1.6 million Goodmove items annually and is market leader for full price women’s activewear. It is a key strategic focus for M&S, with the market now worth almost £900 million after seeing 35 per cent growth over the last two years.

M&S continues to accelerate in activewear with the launch of a new campaign for its brand Goodmove. This new campaign will promote the brand during January, as new M&S Family Matters data shows customers are planning important lifestyle changes in 2022. As M&S has pivoted to casualwear, Goodmove has grown to be its biggest in-house brand.

The new Goodmove campaign will run throughout January – the month where the customer mindset is firmly on health & wellness. Last year M&S.com had one million searches for ‘activewear’ in January: double the normal monthly average. Whilst the campaign is launching to coincide with the customer mindset being firmly on health and wellbeing, the focus on Goodmove as a key part of M&S’s clothing offer and wider transformation will be sustained throughout 2022, M&S said in a press release.

“Shaping the future of M&S Clothing means continuing to maximise the strength of our brand products by consistently focusing on everyday style and value, while also developing our unique in-house brands. Launched just two years ago, today Goodmove is our biggest own brand, a credible competitor in the growing activewear market and a truly relevant offer for our customers. With health & wellness more important than ever for our customers, we’re starting 2022 with a bold campaign for Goodmove that highlights both the trusted value of the product and the important innovations within the range,” Richard Price, MD of Clothing & Home at M&S, said.

The January campaign for ‘Goodmove – activewear that performs’ covers the full spectrum of marketing activity and is focused on growing brand awareness and highlighting the innovations within the range. The energetic and uplifting Spring collection offers the everyday style and value customers expect from M&S and spans everything from practical outerwear for those on the go, to matching ‘mini me’ leggings to performance wear.

The campaign will also celebrate the loyal customer following Goodmove has grown, and the incredible feedback customers have given on the product. Throughout M&S stores, signage will include comments lifted from five-star reviews on M&S.com.

Alongside Goodmove, now M&S’s biggest own brand, the retailer is adding selected third-party brands in complementary activewear categories to support the range, including fitness watches via WatchShop and from January, Speedo swimwear. The small curation of Speedo products will include bestsellers in their fitness range such as the Endurance+ Medallist swimming costume in womenswear and the Boom Logo Splice Jammer swim shorts in menswear. As part of ‘Brands at M&S’ the retailer is also now selling Dharma Bums – a popular yoga brand with feminine designs.

Fibre2Fashion News Desk (RR)