Marks & Spencer Launches Affordable Shapewear Inspired by Skims
Marks & Spencer (M&S) has introduced a new line of shapewear knickers designed to offer tummy control at a fraction of the price of premium brands like Skims. Priced at £7—compared to Skims’ £26 equivalent—the launch has drawn attention from budget-conscious shoppers seeking effective, everyday shapewear without the luxury price tag. The product, part of M&S’s ongoing effort to compete in the growing shapewear market, combines comfort, support, and value, positioning itself as a accessible alternative for consumers who want smoothing effects without compromising on quality or breaking the bank.
Product Details and Design Features
The new M&S shapewear knickers are crafted from a seamless, four-way stretch fabric that provides light to medium compression, focusing on smoothing the midsection and enhancing silhouette under clothing. Available in nude, black, and white, the range includes high-waisted briefs and thong styles, catering to different outfit needs. The fabric is breathable and moisture-wicking, aiming to reduce discomfort during extended wear—a common criticism of cheaper shapewear options.
Unlike some budget shapewear that rolls down or creates visible lines, M&S emphasizes a no-roll waistband and laser-cut edges to ensure a smooth, invisible finish under tight-fitting clothes. The product is marketed as ideal for daily wear, work, or special occasions where subtle shaping is desired.
Market Context and Consumer Demand
The global shapewear market has seen steady growth, driven by increasing consumer interest in body confidence and athleisure-inspired foundation wear. According to Statista, the market was valued at over $3 billion in 2023 and is projected to grow steadily through 2028. Brands like Skims, founded by Kim Kardashian, have popularized premium shapewear with inclusive sizing and celebrity appeal, but their pricing—often exceeding £20 per piece—has opened space for affordable alternatives.
M&S’s entry into this space reflects a broader trend among UK retailers to offer “dupe” versions of viral fashion and beauty products. Similar moves by Asos, Primark, and Boohoo have demonstrated strong consumer demand for high-style, low-cost imitations of luxury items. M&S, known for its quality basics and trusted brand reputation, aims to leverage its existing customer base while attracting younger, price-sensitive shoppers.
Consumer Reception and Retail Strategy
Early reviews from shoppers and fashion editors have been positive. Her.ie featured the M&S shapewear as its “essential buy of the month,” praising its comfort, fit, and value compared to higher-priced competitors. Social media buzz on platforms like TikTok and Instagram has further amplified visibility, with users sharing side-by-side comparisons noting minimal differences in appearance and perceive.
M&S has positioned the product within its Autograph and Per Una lines, ensuring it benefits from the retailer’s reputation for durability and fit consistency. The launch aligns with M&S’s broader strategy to refresh its lingerie and loungewear offerings, particularly following a period of declining sales in core clothing segments. By focusing on high-demand, margin-friendly categories like shapewear and sleepwear, the retailer aims to boost footfall and online conversion.
Quality, Sizing, and Inclusivity
The shapewear range is available in sizes UK 8 to 22, covering a broad spectrum of body types. M&S emphasizes inclusive design, noting that the product was tested on diverse fit models to ensure consistent performance across sizes. The fabric composition—typically a blend of nylon and elastane—provides stretch and recovery, helping the garment retain its shape after washing.
Care instructions recommend machine washing at 30°C and avoiding tumble drying to prolong elasticity. M&S also highlights that the shapewear is OEKO-TEX® certified, meaning it has been tested for harmful substances, adding a layer of safety and environmental consideration for conscious consumers.
Comparison with Competitors
| Brand | Product | Price (UK) | Key Features |
|---|---|---|---|
| Skims | Seamless Shapewear Brief | £26 | Premium fabric, celebrity branding, wide size range |
| Marks & Spencer | Shapewear Knickers | £7 | Seamless design, no-roll waistband, OEKO-TEX® certified |
| ASOS Design | Shapewear Brief | £12 | Trend-led styles, frequent drops |
| Primark | Shapewear Shorts | £8 | Low cost, basic compression |
While Skims maintains an edge in brand prestige and fabric innovation, M&S offers a compelling balance of affordability, accessibility, and trusted quality. For consumers prioritizing value and everyday usability over brand name, the M&S option presents a strong alternative.
Conclusion
Marks & Spencer’s £7 shapewear knickers represent a smart response to evolving consumer preferences in the foundation wear market. By delivering effective tummy control, seamless comfort, and inclusive sizing at a price point significantly below premium competitors, M&S has tapped into a growing demand for affordable luxury dupes. The launch not only strengthens the retailer’s lingerie offering but also reinforces its ability to adapt to fast-moving fashion trends while maintaining its core values of quality and value. As shapewear continues to evolve from special-occasion staple to everyday essential, M&S’s move signals a keen understanding of where the market is headed—and how to meet shoppers there without compromise.