M&S launches lingerie range targeting younger women

Marks & Spencer is launching a lingerie brand called Ceriso, which is aimed at women in their late teens and early 20s.

Marks & Spencer is launching a lingerie brand called Ceriso, which is aimed at women in their late teens and early 20s.

The colourful range is described as “playful” and comes in “candy pinks” and duck-egg blue. It includes bras, knickers, camisole tops and nightwear.

Ceriso is the sixth lingerie brand for M&S. The chain already has three designer brands: the romantic Wild Heart range by Australian designer Collette Dinnigan; the sexy Salon Rose range by Agent Provocateur and the new La Dolce Vita range by former La Perla designer Manuella Brizzi, which is being introduced to stores in June. Three brands have also been created in the main range: Truly You; a contemporary brand MW, which is used across men and women’s underwear and the new Ceriso brand.

A M&S spokeswoman says: “We have had to segment our entire range because we have a lot of lingerie products.”

It is a strategy that has also been followed by menswear with the launch of Blue Harbour, SP and Autograph for men.

M&S, which has been hit by severe criticism over poor results, is expected to reveal how the same strategy will be applied to womenswear at the end of the month.

Recommended

Ex-Grey chief to take reins at Wolff Olins

Marketing Week

Steve Richards, former managing director of Grey Worldwide London, has joined Omnicom Group-owned design and branding consultancy Wolff Olins as chief operating officer. Richards resigned from Grey last year after the appointment of Garry Lace as chief executive. Since then, he has taken consultancy roles with a range of clients including Accenture. He says that […]

Go Lower prepares for launch of snack range

Marketing Week

A food manufacturer claiming to be the first to make low-carbohydrate food specifically for UK tastes has launched a range of nut-and-seed bars aimed at the impulse market. Go Lower Carb Counters nut-and-seed bars will go on sale later this month.Go Lower plans to produce a range of natural whole foods aimed at consumers who […]

Ralph Lauren Europe appoints new senior vice-president of marketing

Marketing Week

Polo Ralph Lauren Europe has appointed Fabio Mancone to the new role of senior vice-president of marketing for Europe. He joins from L’Oréal Luxury Products in Paris, where he was international general manager for Giorgio Armani Fragrances and Cosmetics. It has also appointed Alessandra Carra as senior vice-president for marketing for womenswear in Europe. She […]

Comments

    Leave a comment