Marks & Spencer is extending the Per Una brand into lingerie, a product category that is at the core of the retailer’s offer.
Per Una has already extended into nightwear, clothes, cosmetics and shoes. A sister brand, Per Una DuÃ©, has also been created to target younger customers. The new lingerie range will launch in the autumn.
Per Una was created to help the ailing M&S by industry veteran George Davis, who also founded Asda’s George clothing range and Next. Davis sold the brand to M&S last year for £125m.
Marks & Spencer has recently developed a new version of its advertising campaign, focused around price. Created by Rainey Kelly Campbell Roalfe/Y&R, one of the executions shows a pair of girl’s bootleg trousers with a £7 price tag, marked down from £9 and the line “Your M&S for less”. The executions have been designed to highlight the price reductions that Marks & Spencer has made over the past year.