Cheaper prices and ‘trend-led’ styles reinvigorate M&S denim
M&S is targeting growth in its denim sectors following around a 7% rise in sales over the past year.
The UK-based retailer suggests it is the leader in women’s denim in the country, with a market share of 18%.
The growth has been driven by “trend led newness”; reducing its older lines by 40% and by a new pricing structure where 40% of the SS26 range is £30 or under.
New silhouettes include the High Waisted Patch Pocket Flare, High Waisted Crease Front Barrel Leg, High Waisted Turnup Wide Leg and Lyocell Blend Wide Palazzo fits. Wide leg and barrel fits now account for 65% of total womenswear denim sales. M&S has sold 105,000 pairs of barrel leg jeans since first introducing the shape in March 2025.
Maddy Evans, director of M&S Woman, said: “This season, we’ve strengthened our offer around the fits our customers are loving most, from new takes on wide leg to updated barrel silhouettes.”
With around a 12% share of the men’s denim market, M&S aims to further strengthen its relevance among younger male shoppers, with the introduction of a new £20 price point, and £60 Autograph Japanese selvedge denim.
