09 November 2023 , 22:01
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The Inside M&S documentary has offered a unique insight into the retailer as cameras went behind the scenes for an entire year.
In one part of ITV documentary, it focuses on the fashion team and in particular the womenswear department. In that part of the fly-on-the-wall show, Head of Womenswear design, Lisa Illis, gave viewers a glimpse into the store's autumn collection from the design process to the finished product. M&S has previously struggled to compete within the fashion industry against its high street rivals over the years. And according to Lisa, they are now trying to modernise clothing in a bid to stay relevant by using colours and cutting edge style.
M&S documentary gives insight into the retailer (YouTube/Baileys)However, viewers saw that there is a growing fear over whether or not it will appeal to customers. Lisa said on the show: "It’s not a science, there has to be a lot of instinct. There has to be a lot of risk taking. But, you know, sometimes mistakes do happen." Further on in the show, the staff are asked their opinion on the collection soon after its arrival. And she added: "Some are saying it’s the best collection yet! The autumn season, where we’ve been a little bit bolder, is paying off."
While the retailer appears to be doing well, its Christmas advert has come under fire for being "creepy." The star-studded advert, featuring actresses Hannah Waddingham and Zawe Ashton, singer Sophie Ellis-Bextor and TV star Tan France, are seemingly encouraging shoppers to do what they want this Christmas, instead of up-keeping with tradition.
And this is seen with singer Sophie Ellis Bextor using the kitchen blow torch she was using to flambé some meringue, to set fire to unwritten cards and gift tags. Elsewhere, Fresh Meat star Zawe can be seen using a roll of wrapping paper like a baseball bat to whack an elf. And Tan throws a tantrum and throws a board game into a fish tank, while Ted Lasso's Hannah throws all her party hats and festive baubles into a wood-chipper. While some viewers loved the concept not everyone was as convinced.
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Taking to X, formerly Twitter, one person wrote: "This ad is a bit weird. Creepy too. Showing people's darker side at Christmas. Three out of 10 M&S." Another agreed, adding: "What were you thinking? This is the worst advert ever. Kicking tradition while you are constantly telling us about M&S history. Utter nonsense." Another wrote: "This is a joke right? Burning cards and destroying board games is what you think makes for a good Christmas commercial?"
Meanwhile, others thought it was a "too glitzy" advert to release in a cost of living crisis. One person wrote: "That M&S advert is terrible. What's the message? Far too glitzy for the cost of living crisis. And a blow torch. What were they thinking?" Another added: "Absolutely disgraceful. As if the world isn't already messed up."