British High Street retailer M&S is looking to speed up the release of its latest fashion through a new capsule programme.

The programme, called The Love That Drop, will see the brand launching new clothing collections every month rather than just every season.

For most fashion retailers, it has become standard to design, manufacture and release new looks as the seasons change.

But according to M&S, shoppers are no longer just buying clothes in line with the seasons and are instead shopping for fashion year-round.

With the retailer reporting that customers increasingly want access to new clothing more frequently, it said a change in approach was necessary.

M&S has committed to providing shoppers with a monthly capsule containing a curated range of between 20 and 35 clothing items, with footwear and accessories also included.

When it comes to designing the capsules, M&S said it will take into account new styles emerging from fashion runways and the latest trends. The retailer added that it is looking to offer “designer level details at accessible price points”.

New M&S capsule launches will happen mostly online, although some of its fashion hub stores will also feature them. These include stores in major cities such as London, Manchester and Liverpool. The shift forms part of wider efforts at M&S to achieve half of its sales online and the other half in-store.

The launch of M&S’ capsule programme also marks a change in how it works with suppliers. By working more strategically and with fewer suppliers, M&S said it can make faster decisions, shorten the timeline for new clothing releases, turn around order sheets within two weeks, be more consistent in clothing colours, materials and sizing, and improve margins.

Its first capsule, called Sartorial Femme, has already launched and features items costing as little as £23. M&S describes the pieces as featuring “sculptural tailoring, embossed textures and directional silhouettes that define a modern, elevated aesthetic”.

To increase awareness of the first drop, M&S said it is running a marketing campaign across paid, organic, email and social channels.

Maddy Evans, director of M&S Woman, said: “The Love That Drop is a step forward in how we deliver modern, trend led pieces for our customers. Each edit is tightly curated, outfit-driven and designed to feel fresh, relevant and fashion-forward while staying true to the quality and value customers expect from M&S. Behind the scenes, the programme helps us move from concept to customer at a faster pace to strengthen style perceptions, increase efficiency and drive online growth.”

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