A streamlining of M&S’s T-Shirt offering meant it needed new bold and clear communication, in store and online. The accompanying photography style had to be impactful but feel easy and natural
Window displays and ‘T-Shirt Shop’ zones gave initial impact. Bespoke print items such as mannequin tags conveyed key fit messages in more detail
With instagram the focus was to make the posts easy to shop, so fit messages were kept simple. M&S has it’s own visual style for social media, which is more varied and ‘real life’ than the fit focussed studio imagery used in store