M&S reorganised its lingerie

Marks and Spencer carried significant research to understand how their customers shop and what they want to buy.

The results showed that women are influenced by two key factors – “how they’re feeling and what they need to buy”. Four core sub brands in women’s linergerie will be focused on to answer the needs.

The four main needs for a woman’s lingerie wardrobe are simple and smooth, fashion, glamour and pretty. M&S are will cater to these needs with their collections the new body collection - simple and smooth, Adored – Fashion, Truly you – glamour and Ceriso – pretty.

Displays will be more focused on her wardrobe and lifestyle needs. Signage and décor images will be shown like in bra destination shops clearly displayed in sub-brands. From the designer sub-brands Dolce Vita is being dropped, but the other two sub-brands Salon Rose and Wild Hearts are remaining but these too will become more focused, essentially meaning a smaller range but a key signature look.