Jill McDonald’s tenure reacted to customer demands but its delivery came unstuck

Taking on the top fashion job at M&S was never going to be an easy one. The brand’s trajectory from high-street kingpin to a retailer struggling to keep up has been regrettably documented, as has its numerous changes in strategy.

During Jill McDonald’s tenure, it seemed to have a reactive stance which responded to wider industry calls for consistent looks that generate brand loyalty and contribute towards a more sustainable approach to buying clothes.

Related: M&S ousts fashion boss Jill McDonald

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