It’s that time of year again...

The X-Factor is back on our screens again for the eight years running and this year is set to be its biggest year yet. Year after year the competition is surrounded in controversy and mayhem making it one of the most talked about reality talent shows of all time. Its ratings have doubled over the last eight years, with last year’s final being watched by over 14 million people. This year’s show will not let us down with the show already featuring 3 new judges, a flashing light-up leotard and a contestant being disqualified for serving a jail sentence.

The X-Factor has also dominated in the marketing arena. The show has branded almost every type of merchandise out there, from books and DVDs to clothing jewellery, perfume and even pizzas.

One of the most interesting marketing moves I have seen the show make is the partnership with high street retailer Marks and Spencers. Last month, the retailer announced that it would be the official fashion partner of the X-Factor. This was a bold and strategic move that ties in with the brands new and constant effort to attract a younger market to the New Limited and Autograph Collections.

In September we saw Rosie Huntington Whitely and Ryan Reynolds feature in the new Autograph ads. This was not received well by many, and the connection between the Hollywood A-listers and high street brand was not clear. It was also felt that the new campaign was alienating the core customer segment, middle aged women, who didn’t recognise or like the new brand ambassadors or the new trendy clothes ranges.

Marks and Spencers have seemingly ignored any criticism surrounding this move and have just announced that 16 X-Factor finalists will feature in the company’s Christmas Ad.

It is hard to judge how this move will affect the brand. On one hand I think it is great that they are trying to broaden their market and using the X-Factor and well known celebrities to do this could prove very effective. However, alienating the core customers could prove detrimental if this younger demographic does not buy into the M&S brand.

As an avid X-Factor fan, I will be watching the show and keeping an eye out on fashion of the finalists. Will this make me go and buy M&S clothes? I highly doubt it. With the brand firmly positioned in my mind as a “brand that my Mum and Gran buy” no amount of TV ads will make me buy the same clothes as them... My Mom watches the X-Factor too; maybe this will keep her buying the M&S brand!!