Marks and Spencer 2010 Annual Report Download - page 22

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Marks and Spencer Group plc Annual report and financial statements 2010 Directors’ report 18
What we sell
Womenswear continued
Autograph A contemporary range, defined
by luxurious fabrics, a high level of detailing
and sleek modern silhouettes. It remains
popular among customers in search of stylish
career, occasional and weekend wear.
Classic Aimed at our more mature shopper
who wants comfortable, co-ordinated
designs for all occasions.
Indigo Collection This new brand provides
a complete casualwear range. Myleene
Klass promoted the launch with an Indigo
Collection roadshow giving shoppers across
the UK practical tips on putting together a
relaxed, casual look.
Limited Collection Our fast fashion range
is always first with the key catwalk trends of
the season. Over the last 12 months it has
continued to deliver a bold, confident look,
which is regularly refreshed in store. The
range sells to fashion devotees of all ages,
but has enabled us to further grow our
younger customer base.
per una This remains our most popular
brand and last summer saw the launch
of the first full collection designed by our
in-house team. We have taken the brand
back to its Italian roots and returned per
una to its core values of being feminine
and confident, with an emphasis on vibrant
colour, embellishment and quality fabrics.
Portfolio Now in its second year, this stylish
collection has successfully met our core
customers’ requests for a flattering, feminine
range that was appropriate for their age and
lifestyle and delivered a polished look.
Indigo Collection
In October 2009 we launched Indigo
Collection to meet our customers’ requests
for easy-to-wear outfit solutions that fit with
their busy lifestyles and to address the gap
we saw in the casualwear market. The new
range provides a selection of co-ordinated
separates in a soft colour palette, underpinned
by a strong denim collection. In its first six
months, Indigo Collection has exceeded our
expectations and its success has been at
the expense of our competitors, as our
market share in casualwear strengthened.
Our brands
To retain our position as market leaders
we know we must continue to deliver
clothing for ‘Every Woman, Every Time’.
We can only do this by listening and
responding to our customers,
so we continually assess our clothes
through focus groups with women
of all ages and lifestyles.
It is through our brands that we
can deliver on this promise – providing
looks that appeal to women of different
ages and with different budgets. Over the
last year we have continued to work hard to
ensure that each brand has a clear identity,
serving a different customer and addressing
specific needs.
VALUE
Right: Quick fix Women loved these on trend
studded leather ankle boots, a simple solution to
bring an outfit right up to date.
INNOVATION
Left: Limited Collection corset dress This year
we’ve responded quickly to trends such as ‘underwear
as outerwear’ with our corset dress which was
praised by the fashion press.