M&S: What the experts say

Rene Carayol: the world has moved on for M&S

The latest trading statement from Marks & Spencer has attracted yet more criticism of the retailer's efforts to revive its flagging fortunes.

Sales in the store's core division of clothing, footwear and gifts were down 9.1% in its latest trading update, while total sales fell by 2.6%

Customers have become more discerning and more promiscuous and if you are not talking to them, someone else will

Rene Carayol
retail consultant

Retail consultant Rene Carayol was particularly critical of M&S' clothing strategy.

"In a world where the fast-moving retailers spend their time engaging and talking to their customers to understand what they want, (M&S) are still putting St Michael on the label and expecting it to sell," he told BBC Breakfast News.

"The world has moved on."

'More promiscuous'

Mr Carayol also made the point that customers have become harder to please.

"Customers have become more discerning and more promiscuous and if you are not talking to them, someone else will.

"And the people that are talking to them are the likes of Zara, Next, Gap and Benetton - fast-moving new entrants who are more agile and aggressive.

"They are also more responsive and don't have the lead time of M&S," he said, referring to the time it takes stores to get new fashions onto the shop floor.

Trying to please

Jeremy Baker, a marketing lecturer, criticised the store's management, adding that M&S must change from "the top downwards".

M&S is trying to please everybody all the time and has ended up not pleasing anyone

Jeremy Baker
marketing lecturer

He told BBC News 24 that the company was losing out to low-cost stores such as Asda, as well as design-led chains, including Monsoon.

"M&S is trying to please everybody all the time and has ended up not pleasing anyone," he noted.

Mr Baker also cited one critic who had described shopping in M&S as an "east European experience".

"There's a lot of affection for M&S... but it doesn't change you anymore," he added.

"You're the same ordinary person that went in there."