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M&S relaunches its Per Una brand

Marks and Spencer has launched its first major campaign in over five years for its most recognised sub-brand – Per Una.

Marks and Spencer said the campaign is designed to introduce its customers to the โ€œall new per unaโ€ following the brandโ€™s โ€œsignificant refreshโ€.

The retailer added that the move aims to redesign the product, shifting customer perceptions of the brand from โ€œtoo frillyโ€ to โ€œstylishly feminineโ€.

M&Sโ€™s relaunch of Per Una is part of the retailerโ€™s plans to broaden its appeal to a family age customer and make the shopping experience โ€œeasier for customers”.

It has also taken further steps to simplify its sub-brands and for Autumn/Winter 2019 has removed its sub-brand Classics introduced in 2001. M&S now offers customers two sub-brands – Autograph and the newly refreshed per una โ€“ each of which has its own section in M&Sโ€™s stores and on M&S.com.

Jill Stanton, director of womenswear and kidswear at Marks and Spencer, said: โ€œM&S is changing and weโ€™re focussed on delivering what matters to our customers; great value contemporary, easy to wear style and quality wardrobe essentials backed up by an easy shopping experience.

โ€œResponding to this weโ€™ve redesigned our womenswear ranges and simplified our sub-brands โ€“ focusing on where we can offer a point of difference for our customers.โ€

She added: โ€œAlongside our M&S Collection wardrobe essentials weโ€™re proud of our two clear sub-brands โ€“ Autograph and per una. With per una weโ€™ve refreshed a much-loved brand to give it a more contemporary feel with lots of soft tailoring and beautiful prints.โ€

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