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Marks and Spencer

M&S boss to drop “Marks & Spencer” from firms own labelling

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By The Drum Team, Editorial

September 13, 2011 | 2 min read

Marks & Spencer boss Marc Bolland is to airbrush the words “Marks & Spencer” from all the retailers clothing labels as part of wider efforts to refresh the High Street retailer’s brand.

The firms clothing ranges will be rebranded as simply “”M&S Woman” or “M&S Man” whilst M&S sub-brands including Per Una, Blue Harbour and Autograph will also be displayed on distinct “families of mannequins”.

Steve Sharp, the marketing director, said: “What was important was to separate out all of the clothes that were not in a sub-brand and give them their own identity. Previously it’s been criticised for being too homogenous.”

Improved signage will see colour coded clothes labelling.

Bolland is intent on shaking up the stores to rake in an additional £1bn in sales over the next three years, something he believes can be achieved through introduction of deli counters with fresh pasta making machines and an updated selection of store mannequins.

Bolland is splashing out £450m on the refit of all 700 stores by 2013. Simultaneously an additional £150m will be lavished on a revamped website and accessories range.

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