M&S Continues to Accelerate ‘Goodmove’ Activewear

10 January 2022: In just two years M&S’ activewear offer Goodmove has grown to become its biggest in-house brand, with consumers continuing to embrace health & wellness and driving growth in the activewear market. The colourful new campaign will promote the brand during the key month of January, as new M&S Family Matters data shows customers are planning important lifestyle changes in 2022.

M&S has pivoted to casualwear Goodmove has grown to be its biggest in-house brand and today is a market-leading offer of 275 products across womenswear, menswear and kidswear run by a 12 strong team of experienced designers, buyers, merchandisers and technologists. M&S sells 1.6m Goodmove items annually and is market leader for full price women’s activewear. Activewear is a key strategic focus for M&S, with the market now worth almost £900m after seeing 35% growth over the last two years.

The new Goodmove campaign will run throughout January – the month where the customer mindset is firmly on health & wellness. Last year M&S.com had one million searches for ‘activewear’ in January: double the normal monthly average. Whilst the campaign is launching to coincide with the customer mindset being firmly on health & wellbeing, the focus on Goodmove as a key part of M&S’s clothing offer and wider transformation will be sustained throughout 2022.