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Marks and Spencer Group plc Annual report and financial statements 2010 Directors’ report 20
What we sell
Lingerie
Lingerie value market share
25.9%
+0.7% pts
Lingerie volume market share
1 8 . 9 %
+0.2% pts Our brands
A clear, confident approach drives our
lingerie business and this year we’ve
worked to better align lingerie
with our womenswear brands
so customers can more easily
recognise their preferred brand:
Autograph A sophisticated collection
with detailed finishes and luxurious fabrics.
Limited Collection Our most fashion
focused collection, which over the next year
will replace the existing Ceriso range.
per una A vibrant collection, which now
has a greater focus on pretty detailing.
Portfolio Launched last year, the range
offers flattering, feminine styles. The Adored
range has now been brought under the
Portfolio label.
Body Solutions Our shaping range, famous
for its innovative ‘secret support’. This year
we’ve worked to make the range prettier,
as well as practical.
Pricing
We understand that different women invest
different amounts in their lingerie and we
cater for this. They can purchase cotton
knickers for just £1.50 and a bra for £7 at
the M&S quality they expect. However, for
those in search of something more special,
we offer luxurious, silk collections, especially
under the Autograph brand.
Trends
Last year we reduced our lead times to eight
weeks in some areas, allowing us to respond
more quickly to trends. This year we’ve
focused on turning around key fashion looks
to bring more Womenswear shoppers into
Lingerie and vice versa. For example, ‘Worn
to be seen’ (featured above) capitalises on
the trend for underwear as outerwear.
Although this range is stocked in our Lingerie
departments it is showcased on womenswear
mannequins to improve cross-selling.
Driving footfall
Hosiery remains a key footfall driver for us
and sales have again grown year on year.
Sales of coloured and patterned tights have
fared well in a tougher climate, offering
women an easy and affordable way to
update their wardrobes. Sales also received
a boost during the cold snap in early 2010.
Innovation
Our success in lingerie is founded on our
continued emphasis on innovation. New for
summer 2010 is our backless bra – the
design uses pivotal technology, anchoring
the bra to the body through silicone lined
straps. A first to the UK market, it provides
the ideal lingerie solution for dramatic low
backed designs.
We have developed our shapewear
lingerie through the introduction of body
solution products such as an anti-cellulite
waist and thigh clincher. The range
responds to fashion trends and this year
we’ve launched skinny jeans shaping shorts
and ‘secret support’ magic leggings to help
give customers the confidence to wear the
styles they want. Sales of our ‘No VPL’
range have also benefited from slim fit
fashions, up 30% this year.
Looking ahead
We will continue to lead the way in
innovation, developing the lingerie solutions
women want. Our customers will experience
the benefits of the improvements we have
made in our fitting service this year. A closer
alignment with womenswear has created a
stronger brand identity and we will continue
to build on this. As ever, we will listen and
respond to our customers, ensuring we
remain their favourite for underwear.
When it comes to lingerie we are the UK’s number one choice, with one in four
women buying M&S underwear. In an ever competitive market we have grown
our volume market share to 18.9% and value market share to 25.9%. We make
sure we stay half a step ahead of the market by responding quickly to trends
and delivering innovation.
SERVICE
Above: Perfect fit We fit more bras than any other
retailer and stock sizes to fit 99% of the UK’s
female population from 28AA to 40J. Over the last
year we have retrained our fitting room staff across
the country and conducted mystery shops to
improve our service. During this time we’ve seen
our market share continue to increase.
Our supplier’s
Sri Lanka factory
was the world’s
first ‘eco factory’
devoted to
making lingerie.
From its
compressed
earth bricks, which require no kiln burning,
to its rooftop of grass and medicinal plants,
this revolutionary building is designed to
use less electricity and water than other
clothing factories. We now have four General
Merchandise eco factories supplying
M&S products.
PLAN A: ECO FACTORY
For more information about Plan A see
p36 or visit marksandspencer.com/plana