Marks and Spencer 2012 Annual Report Download - page 20

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Strategic review
Focus on the UK
Marks and Spencer Group plc Annual report and financial statements 2012 18
Womenswear market share
10.4%
0.5% pts
Menswear market share
12.1%
0.6% pts
Kidswear market share
6.8%
0.2% pts
Lingerie market share
27.4%
0.2% pts
CLOTHING HIGHLIGHTS
Kantar Worldpanel Clothing and Footwear
– value market share 52 w/e 15 April 2012
Clothing and Home
Actions against our plan
Introduced M&S Woman and M&S Man
as our core clothing ranges
Relaunched all of our sub-brands
Segmented Home into lifestyle categories
– Classic, Contemporary and Design
Womenswear
At M&S we cater for all women,
whatever their style or budget. We have
consistently offered quality clothing at
great prices, and through the year we
worked hard to provide the right pricing
mix; meeting customers’ demand for
value but providing the opportunity to
trade up into our ‘better’ and ‘best’
ranges. In the summer, we ran an
Outstanding Value campaign, which
saw us reduce prices on opening price
lines to remind customers of the
excellent value we offer in our ‘good’
ranges. We sold over 70,000 coloured
chinos at £19.50 each, appealing to
customers’ wallets as well as their
sense of style.
We made the seasons’ key looks work
for the M&S customer and launched a
regularly refreshed core fast fashion range
(opposite). Customers loved the
contemporary twist we put on some of
their favourite pieces such as court
shoes, sales of which were up 77% on
the year. We also added more dress
options and responded to core
customer feedback with an increase in
longer length flattering sleeve choices.
Last year we promised to make the M&S
clothing brand a destination in its own
right. This core range represents around
half of our offer and this year we took
steps to revitalise the collection with the
launch of M&S Woman (opposite).
We also relaunched our sub-brands, to
give them more distinctive identities. Our
per una brand is over ten years old and
we have listened carefully to our
customers to ensure the brand has
evolved with them – reflecting the vibrant
colours and feminine style they love. Our
Limited Collection offers fashion forward
style for a broad age range and helped
attract younger shoppers, whilst the
understated elegance of our Classics
range continued to appeal to the more
traditional customer. Our confident and
sophisticated Autograph range and our
Indigo Collection casualwear performed
well, with sales up 9% and 16%
respectively.
Lingerie and Beauty
We strengthened our position as the
UK market leader in lingerie, as
customers turned to us for the widest
choice – from everyday cotton
essentials to vintage-inspired glamour.
During the year we refined our everyday
t-shirt bra range to make it easier to
shop and increased choice in footfall-
driving lines such as hosiery, boosting
sales by 7%. We offered stand-out
value with high-impact promotions such
as the ‘3 for £10’ knicker offer, driving
record performances on featured
ranges such as our favoured Brazilian
knickers, sales of which rose 49%.
Our success in lingerie was driven by
stylish ‘Only at Your M&S’ innovation such
as our Flatter MeTM range. Increased
colour options and soft fabrics ensured
our HeatgenTM warmwear was both
pretty and practical; helping us grow
further in the over 55 market. Our new
WaistsculptTM lingerie tapped into the
popular ‘Mad Men’ trend for an hourglass
silhouette and we sold over 74,000 items.
In a highly competitive market, M&S remains the UK’s first choice for clothing.
Customers appreciated our interpretations of seasonal trends, underpinned
by our continued focus on great value and quality. We delivered strong
performances across Lingerie, Menswear and Kidswear but saw a more mixed
performance in both Womenswear and Home. Overall Clothing and Home (GM)
sales were down 0.9%, with Home impacted by our exit from Technology. “This year we
put the spotlight
back on the
iconic style and
quality of M&S
clothing.”
Kate Bostock
Executive Director,
General Merchandise
Plan A: British made hosiery
West Mill factory in
Derbyshire became the first
UK clothing factory to gain
M&S eco-factory status.
Employing environmentally
friendly processes has
helped the factory build a
more sustainable future by
creating a more efficient
business. The site produces
a third of all M&S hosiery and
its UK location helps us
quickly turn around fashion
forward ranges, such as the
featured Limited Collection.