The slogan 'Every Woman, Every Time'
continues to encapsulate our approach to
lingerie. M&S remains a destination shop for
every British woman’s lingerie needs: we sell
nearly two pairs of knickers every second;
28 million pairs of tights every year; and one
in three British women wear an M&S bra.
We were also In Style magazine’s Best Shop
for Lingerie in 2008.
We have continued to refresh and broaden
our ranges during the year to ensure our brands
offer a well-balanced collection to suit different
needs and tastes. As part of our segmentation
work we have reduced duplication and filled
gaps in ranges. By simplifying our lingerie
offer, our branding now clearly signposts
each collection.
'Adored' classic feminine styles in soft
fabrics that offer exceptional comfort.
'Autograph' a sophisticated collection that is
beautifully designed and finished. 'Body Solutions'
modern and streamlined, this beautifully soft
lingerie gives a sleek silhouette. 'Ceriso' fun,
flirty and inspired by catwalk trends. 'Limited
Collection' fashionable styles in stretchy fabrics designed for mixing and
matching. 'per una' pretty everyday styles
in soft fabrics and feminine colours.
High sales volumes mean we have to manage
our stock tightly, ensuring we never sell-out of
key lines. This is especially the case for products such as opaque tights – where sales have
grown by 50% on the year. Hosiery is a
proven key footfall driver, with customers
buying stockings and tights likely to buy
something else while in-store.
Over the past year we have worked with our
manufacturers in Sri Lanka, China and Turkey
to enable us to make bras in just eight weeks,
reducing a typical 20-plus week lead time.
This is a milestone for us, with the quicker
turnaround time giving us greater flexibility to
produce fashion-forward items, and respond
to customer demand.
Cellulite-busting tights and a memory foam
bra are just two of the innovative additions
we made to our lingerie collection this year.
We will continue to innovate, taking a more
rigorous and methodical approach so that
we phase-in key innovations on a quarterly
basis throughout the year.
Our approach to lingerie is about being clear
and confident. Attention will be focused on
branding and segmentation, as well as value
and availability, to ensure we have the right
product for every customer.