Marks & Spencer plans to launch a range of contemporary underwear for men and women under the single brand name of MW, in a move that could challenge Calvin Klein’s unisex underwear range.
The range, which is expected to be launched in October, is likely to be supported by above-the-line advertising. M&S launched its first press and poster advertising campaign specifically for lingerie in April. Created by Rainey Kelly Campbell Roalfe/Y&R, the campaign ran in a variety of magazines and on posters, each dedicated to a particular aspect of the retailer’s wide lingerie offer, which includes Wild Hearts branded underwear, sportswear and nightwear with captions such as “Flirty Girls”, “Sporty Girls” and “Dreamy Girls”.
The high street retailer’s latest underwear range comes four years after an angry shareholder stood up at a M&S AGM labelling its underwear as boring and unsexy. The retailer, which has about a 30 per cent share of the underwear market, has since introduced the romantic Wild Hearts range by Australian designer Collette Dinnigan and the sexy Salon Rose range by Agent Provocateur.