M&S is launching the latest product range for its popular activewear range – Goodmove, supported by a new customer campaign. First launched at the beginning of 2020 and expanded into mens & kids at the beginning of 2021, the brand continues to go from strength to strength as activewear has cemented itself as part of customers’ everyday wardrobe during the pandemic. In 20/21 M&S sold 1.6m Goodmove items, with around 5,000 of the bestseller – the Go Move gym legging at £25 – now flying off the shelves every month (60,000 a year).
Making the big, bigger
Goodmove achieved #1 market share in womenswear activewear by offering performance activewear (designed & developed by activewear specialists) at M&S’s great value prices. Responding to the increased demand for activewear, M&S is making the big, bigger – having recently doubled its buy of printed leggings in womenswear, and from this month making Goodmove available in every single M&S store for the first time. The team has also expanded the range into new product areas including Yoga earlier this year and a much bigger focus on walking & trekking which will grow even further from Autumn 20/21. This follows success in waterproof products throughout the rainy third lockdown. Online, M&S continues to surface product within core customers’ journeys, with activewear tops for example an important part within the tops filter.
This summer M&S will continue to build brand awareness and hero Goodmove with a marketing campaign that showcases the range’s innovation-led products, highlighting their style, quality, value, reliability and sustainability. The campaign will run across all customer channels – from digital media to customer emails. With social an important channel for activewear inspiration, there will be a big focus on this aspect of the campaign.
The M&S team has also focused on beautiful and uplifting imagery across all Goodmove product including shots of athlete Revee Walcott-Nolan. The campaign comes as new customer research shows wellbeing is a top customer concern post pandemic. Conscious of the fact they have spent less time on their feet through on-off lockdowns, 60% of customers plan to be more active over the summer.
Jill Stanton, M&S’s Womenswear Director said, “The growth of Goodmove has been phenomenal. Driven by a fantastic team and tapping into how customers have been living & working, it’s really gone from strength to strength. This summer we’re really focused on sharing with customers the great everyday style & value the range offers. With the offer now available in every store, and the choice of free next day delivery or click & collect, it’s now even more convenient for customer to shop Goodmove.” The Womenswear Goodmove collection sees the expansion of our successful yoga range to include more pieces in our supersoft, FlexifitTM fabric. The range also includes an extended offer on tees and vests, with new silhouettes, such as the Burnout Knot Front Tee and the Tie Side Tee, providing stylish, versatile pieces, to be worn when working from home or on the move. The colour palette for the Summer season includes bold colours such as pinks, blues, yellows and an abstract leopard print pattern.
Outerwear is also a focus within the range, providing effortless pieces which are comfortable, stylish and easy to mix into an existing wardrobe. Highlights include the Quilted Borg Parker, the Puffer Jacket and the Cosy Snuggle Borg.