Hugo Boss is the latest name to join a growing portfolio of curated brands on M&S, starting with a collection of men’s premium underwear, loungewear, vests and tees.
Research has shown that male shoppers across all age groups rank ‘a wide range of brands’ among their top priorities when shopping, with this factor significant for the 18-34 and 35-54 cohorts, key demographics for M&S.
“Hugo Boss joins a curated selection of leading brands on the Brands at M&S platform, giving customers even more choice from names they know and trust,” said Stephanie Macleod, Head of Category for Third Party Brands at M&S.
“This growing portfolio complements our strong own-brand proposition and reinforces our ambition to make M&S more relevant, more often.”
The launch also supports M&S Menswear’s strategy to elevate its offer and establish itself as a serious destination for men’s style, while maintaining its market-leading reputation for quality and value.
“We’re serious about growing menswear and being the go-to destination for men with a stylish, relevant and reliable offer. We’re thrilled to welcome Hugo Boss to M&S – a premium brand that’s synonymous with quality fabrics, confidence and timeless design,” said Mitch Hughes, Director of Menswear at M&S.
“Having a credible branded offer alongside a confident own-brand proposition is central to our strategy to deliver choice and style, quality & value in one trusted destination, helping our menswear customers look and feel good.”
Hugo Boss joins a curated selection of brands on the Brands at M&S platform, including Calvin Klein and Tommy Hilfiger, that offer underwear and loungewear.
M&S is the market leader in men’s underwear, with one in five men purchasing their underwear from M&S. As M&S continues to reshape for growth, Brands at M&S bolsters its leading offer with a range of branded styles, a market valued at approximately GBP 295m in the UK.
In August, M&S launched M&S Man, a dedicated channel for men’s style. Social media is now the number one influence on men aged 18-34 when buying clothing and footwear, and over 60 percent of all male consumers prefer to browse and shop online.
