Marks & Spencer (M&S) has been identified as the strongest contender in the UK’s department store sector, according to fresh research from strategic insight agency Vision One.
The company’s 2025 ‘BrandVision’ brand tracker surveyed 1,000 nationally representative UK adults, evaluating how shoppers engage with and perceive leading retailers.
Results revealed that M&S achieved a brand health score of 68 out of 100 — surpassing the industry benchmark of 60 and outperforming competitors Next and John Lewis, despite earlier IT difficulties this year.
“Our research points to M&S as the brand most in tune with today’s shoppers,” said Tony Lewis, CEO at Vision One.
“Customers continue to trust M&S for quality and value. Our research suggests M&S has significantly more momentum and remains in a much stronger position than its competitors.”
The study also highlighted shifting brand perceptions, with M&S seen as more trustworthy, relatable, and popular compared to its rivals.
Tony Lewis added: “The tide of consumer perception has shifted. M&S is winning hearts by being trusted, popular and relatable, while some competitors are losing relevance and risk stagnation, underlining the urgent need for fresh energy to regain cultural relevance.”
