M&S plans underwear extension for Per Una

Marks & Spencer is extending the Per Una brand into lingerie, a product category that is at the core of the retailer’s offer.

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 Dué, 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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here