M&S unveils ethical homeware launch

Marks & Spencer is launching a green homeware collection as the high street retailer strives to increase its ethical credentials.

Marks%20%26%20Spencer%20CampaignMarks & Spencer is launching a green homeware collection as the high street retailer strives to increase its ethical credentials.

The retailer, which yesterday (Tuesday) unveiled profits of almost £1bn, says its first range of green products for the home will launch online later this year.

It follows a raft of initiatives launched by M&S aimed at moving the group towards a more eco-friendly offering.

Earlier this month it announced clothing labels that advise lower washing temperatures, and tissue products made from wood pulp which are endorsed by the Forest Stewardship Council.

M&S has also revealed it will start charging customers 5p for plastic bags as part of a £200m scheme to encourage shoppers to go green. The trial will run across Northern Ireland this summer but could be rolled out nationally.

The news comes after chief executive Stuart Rose praised the chain’s investment in advertising for contributing to its best results in nearly a decade (www.marketingweek.co.uk).

Profits soared 28.5% to £965.2m in the 12 months to March 31, up from £751.4m on last year. M&S spends £65m on its advertising, which is handled by Rainey Kelly Campbell Roalfe/Y&R. Its advertising has focused on womenswear campaigns, starring celebrities including Twiggy and Erin O’Connor, and seasonal food products.

Rose says the M&S brand is its “key asset”, adding that the retailer has worked hard to rebuild brand loyalty. He says: “Investment in advertising has supported the brand, driving increasingly positive customer feedback with every campaign.”

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