Marks & Spencer grew its share of the online women's fashion market faster than any other fashion retailer last year.

M&S, which has stores in Gloucester, Cheltenham, and Cirencester, is seeing a rise in fashion sales after a concerted boost, which included selling other brands on its website, according to new data.

Figures from Kantar Worldpanel show the high street retailer increased its share of the online women's fashion market by 0.8 percentage points to seven per cent in the last half of 2020. It also increased its share across the full year.

Rivals including Next, John Lewis and the recently collapsed Debenhams in Gloucester's Kings Square, all saw their shares fall over the same period.

Last October M&S began selling third-party fashion items online for the first time in its history as part of an ambitious plan to modernise its offering.

M&S partnered with Nobody's Child to offer a range of 140 womenswear products including dresses, knitwear and loungewear, all available for next-day delivery.

It's part of their wider strategy to improve its ecommerce and reverse their fall from grace on the high street.

It comes as M&S powers ahead with its "Never the Same Again" initiative, marking a heavy investment in and focus on becoming a "digital first" retailer.

M&S overhauled its 'Sparks' loyalty scheme to become entirely digital when it announced its debut online launch with Ocado. According to M&S, its new app has been downloaded over one million times.