Marks & Spencer will mark its centenary with a major London Fashion Week show this September, unveiling a collection that shoppers can buy immediately after the runway. The British retail giant is using the milestone moment to boost its international ambitions, particularly as it pushes into the U.S. and Australia.
The "see now, buy now" format, once a novelty in high fashion, has become a practical tool for brands like M&S that want to close the gap between catwalk glamour and high-street availability. For the company's 100th year, the strategy also serves as a global marketing push: putting its clothing directly in front of American and Australian consumers who may be less familiar with the M&S name.
While the retailer is best known for its food halls and reliable basics, the runway show signals a bolder step into fashion credibility. By staging the event during London Fashion Week - a calendar fixture for the industry - M&S is betting that instant availability will turn buzz into sales, especially in new markets where it's still building a reputation.
Originally reported by WWD