M&S has committed to reducing the number of revealing clothing items following complaints from some older shoppers. The retailer has been focusing on attracting younger customers by utilizing social media and collaborating with online influencers like YouTube star Amelia Dimoldenberg.

Stuart Machin, the CEO of M&S, praised the company’s recent strategies, highlighting the successful shift away from outdated fashion choices. However, Machin acknowledged the importance of balance after being approached by a 75-year-old customer who expressed dissatisfaction with the lack of coverage in the clothing selection.

In response to customer feedback, M&S plans to introduce a more modest Autumn/Winter collection, emphasizing clothing that provides better coverage. The renowned British brand is gearing up for its debut at London Fashion Week, marking a century in the fashion industry.

M&S will unveil a “see now, buy now” collection at the event in September, available both online and in M&S stores across the UK. The company recently transformed the Silverstone British Grand Prix pit lane into a fashion runway and is preparing to establish one of its largest distribution centers in a warehouse previously occupied by Asos.

Additionally, M&S is addressing challenges in its food stores caused by high temperatures, with some fridges incurring issues during last month’s heatwave. Machin assured shareholders that the company is investing in new refrigeration equipment to handle extreme temperatures and prevent future disruptions.

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