Kidswear and menswear are joining M&Ss Goodmove womenswear range

Kidswear and menswear are joining M&S's Goodmove womenswear range

Retailer Marks & Spencer is expanding its activewear range to include offerings for both children and men amid the accelerated shift to casualwear seen during 2020 due to the Covid-19 pandemic. 

M&S says the increased focus on casualwear comes as part of its Never the Same Again programme through which it is committed to adapting its clothing and home product offer to reflect accelerated customer trends. Rolling out its Goodmove activewear offer to children is also in line with its strategic focus on more everyday kids' clothing.

Launched at the start of 2020, Goodmove has been "incredibly popular" with women during the pandemic, according to M&S, which says more than half of its customers have been wearing activewear more as everyday clothing. 

A recent survey of M&S customers found one in four had bought activewear from M&S in the last year. During the first half of the year (March—September) activewear sales on M& were up over 200%. 

Launching Goodmove in kidswear in early January is part of M&S's continued strategy to move its product offer from more "special occasion" to "everyday." This change has only grown in importance during 2020, it says, with kids' clothing a priority purchase for consumers and over half of customers saying they've been working out more as a family during 2020, with many inspired by initiatives such as Joe Wick's 'PE with Joe'.

Meanwhile, Goodmove menswear will increase the retailer's activewear range for men with a more focused and cohesive range. It comes as 47% of men say they will be purchasing activewear in the next three months (a higher proportion than women). The menswear Goodmove offer is also the most sustainable to date, with over 98% of products being made from sustainable materials including recycled polyester, nylon, and cotton sourced through the Better Cotton Initiative.

"2020 has cemented activewear as a staple in our wardrobes—we've worn it not just to workout but to work as well. By expanding Goodmove into mens' and kids we want to continue to drive growth through a stylish and relevant product offer," explains Jill Stanton, M&S's womenswear and kidswear director.

All new Goodmove in womenswear and menswear is available now on M& with kidswear launching in early January.

Last month, M&S said it is relaunching its Plan A eco and ethical programme, noting the time has come to reinvigorate the initiative and return it to the "centre of the customer story."