M&S sees suit demand rebound as offices reopen and targets younger customers
Shoppers rate M&S more stylish than Zara for first time as suits rebound and the retailer widens its appeal to younger men
Marks & Spencer said demand for suits is rebounding as offices require staff to return to work, signaling a shift away from casual dress. The retailer said shoppers have ranked M&S as more stylish than Zara for the first time after a major fashion overhaul, a sign of progress from its recent menswear reset. The move comes as employers from HSBC to John Lewis bring staff back to the office, and as jogging bottoms fall out of favor with the return to formal wardrobes.
Suits sales have risen about 8% over the past year, and M&S now sells more than half a million suits annually. The company has enlisted model David Gandy as its ambassador of tailoring and the face of a future Jaeger campaign as it doubles down on smarter menswear. It is also appealing to younger men through celebrity ambassadors such as Spencer Matthews and Ian Wright to share style guidance online. Mitch Hughes, director of menswear, said that men's formalwear remains a growth category as workers look to sharpen their wardrobes for the office.
But the pandemic left lasting changes, with consumers gravitating toward smart-casual and versatile dressing. Hughes noted a shift toward pairing a smart blazer and trousers with a casual T-shirt and trainers, rather than a formal shirt and polished shoes. The Office for National Statistics removed suits from the basket of goods used to calculate inflation in 2022, replacing them with a formal jacket or blazer to reflect evolving fashion standards. Stylish separates that work across office, weekend and occasion are a key theme, and M&S says its latest collection emphasizes breathable fabrics, stretch innovations, and modern fits that prioritize comfort, movement, and style.
Across the period, M&S broadened its share of the men’s suits market from 14.2% to 19.4% in the year to April 2025. The range includes a £120 machine-washable suit and a £28 smart trouser offered in multiple fits, from skinny to relaxed. The retailer has signaled it intends to keep pushing tailoring to bolster menswear sales while preserving broad appeal with accessible price points.
Shoppers have also warmed to M&S’s style overhaul among women; a YouGov survey showed the chain beating Zara for the first time on style perceptions. The score among women had previously favored Zara, but M&S achieved its highest-ever style ranking with shoppers aged 18-34 in the same survey. The retailer began tracking style perceptions in 2021 as part of its broader effort to shed a reputation for being dowdy.
To accelerate the push, M&S has leaned on fashion influencers and on-trend product lines. It previously used Sienna Miller and Hannah Waddingham to appeal to younger women and has intensified its focus on younger men with the Gandy campaign and other ambassador partnerships.
Despite a mix of signals, the broader job market remains uncertain as firms weigh costs and trim headcount. Some analysts describe a “great stay” as workers cling to jobs amid high costs, contrasting with the pandemic-era “great resignation.” The fashion pivot toward smarter office wear aligns with a broader corporate push to present a more professional image as economic pressures persist.
Industry observers say M&S’s fashion shake-up is yielding results for its menswear business, and the retailer says its strategy to modernize its wardrobe while maintaining value is central to its longer-term growth.
