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.

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