Who are you targeting M&S?

M&S, the beloved middle England fashion retailer, is posting its 11th consecutive fall in clothing sales this week at the same time as its new campaign "Leading Ladies" is released. Now what follows is a small rant, because of those 8 leading ladies, I only recognised 4 from their photos and of the 4 that I recognised: Emma Thompson, Annie Lennox, singer Rita Ora and model Alek Wek - I would be staggeringly shocked if I spotted them in my local branch of M&S. Not only because Emma and Annie have got the money to buy their staple basics somewhere more expensive but because I can't imagine Rita and Alek stepping through the door at all!

I fear M&S have got it wrong again. The new 'models' they use are unattainable visions of success or the completely wrong age and body shape, whereas M&S shoppers want to see 'women like me'. Twiggy, who appeared in previous campaigns, at least gave the impression that she would wear the clothes and look good in them. My view is that M&S are using the wrong role models and creating the wrong clothes - with too short or too long hem lines and unflattering shapes.

If we apply this to marketing, M&S need to sort out their targeting and positioning. Who are you trying to sell to? And how are you different from your competitors? At the moment, M&S are trying to sell to everyone: young, old, traditional, trend-setter, country solicitor, budding pop-star... and as a consequence, they aren't getting any of it right. Targeting is about focusing in on your core customer base and then getting it right for them. Who are they? What do they want to wear? Do they want sleeves in their garments? Positioning is where you sit in the marketplace and what you are doing for your customers in comparison to other competitors. Are you selling good quality clothes or throwaway fashion? Are you expensive, mid-range or cheap? Are you a trend-setter, a trend-follower or long since giving up caring? The real M&S customer wants a nod to trends but they also want to cover up their knees!

So M&S, stop trying to be everything for everyone and get yourself back on track. Fill your aisles with black trousers, cashmere twin sets and white t-shirts and send Rita to Topshop!