• Home
  • News
  • Retail
  • Marks & Spencer revises prices in India to attract younger customers

Marks & Spencer revises prices in India to attract younger customers

By Meenakshi Kumar

loading...

Scroll down to read more

British brand Marks & Spencer has revised its price points in India aiming to attract more younger customers. From a brand that catered to consumers over 35 years, M&S is changing its strategy to cater to the millennial Indian crowd. Starting price points have become affordable. The price of women’s dresses has been reduced by 20 per cent. Men’s shirts are available at Rs 999 (earlier Rs 1,299). India is now the biggest market for the brand outside the UK. It has registered a CAGR of over 15 per cent since 2014-15 and last fiscal saw a growth of 10 per cent. While the clothes are being designed in the UK, the retailer has shifted most of its sourcing to India and Bangladesh. Therefore, it’s passing on the benefit of reduced cost to customers.

Marks & Spencer launched a rethink campaign, where stylists are available on the floor to help customers pick clothes. It also offers bespoke services to customers. Besides, Wi-Fi analytics tracks customers’ preferences and their shopping experience becomes enjoyable. At kiosks out-of-stock products can be ordered online and delivered from other stores within the country. As of now M&S has 75 stores in India.

M&S