Menswear performed well in 2007/08, despite the difficult second half. We grew and protected volume market share from 11.1% last year to 13.1%, and value market share from 10.3% to 10.5%, by competing hard on price, quality and innovation.

Over the course of the year, we began to see a change of mood in the market. As we’ve seen in womenswear, some customers became less concerned about finding the lowest possible prices but more interested in the value represented by clothes of enduring style and quality.

A range of prices

Our strategy was to compete by having a wider price span – ensuring customers always have a broad choice of price points.

Tailoring is a good example. We now offer suits in a wide range of styles, fabric and fit – from a great value ‘first suit’ at £49.50 to handmade suits at £799 that rival varieties on Savile Row.

Making quality count

As 2008/09 gets underway, we’ve observed a shift in priorities from some customers. Lasting quality of the kind that M&S is famous for, is appealing more to our customers as they begin to trade up, for example from a £15 linen/cotton shirt, to a £29.50 100% ultimate linen option. We’ve been doing all we can to respond to this trend, by searching for the highest quality materials, such as finer gauge merino wool and silks spun in Italy.

Our menswear brands

In menswear, as in womenswear, our sub-brands are important in helping customers quickly find products that match their tastes and needs. All of our three key menswear brands – Autograph, Blue Harbour and Collezione – made good progress over the last year (see below):

Autograph

Autograph has established its credentials as offering sharper styles and contemporary design, which helped it to achieve significant growth in 2007/08. Footwear, knitwear and tailoring are particular strengths, from designers such as the Jeffery-West team for shoes and Timothy Everest for suits. As Autograph continues to grow, we’ll have even more opportunity to bring in guest designers and faces, like we did with Take That, who featured in autumn’s Autograph campaign.

Blue Harbour

Our Blue Harbour brand was reinvigorated in 2007/08. We’ve taken it back to its East Coast American roots, and in doing so, have begun to attract a younger 35 to 44 year-old customer.

Collezione

Inspired by Italian style, our luxury Collezione brand continued to flourish in 2007/08. We widened the choice of ‘better’ and ‘best’ options – introducing new shoes at £75, as well as wool and cashmere mix trousers at £49.50.