- First major campaign for over five years for M&S’s most recognised sub-brand
- Part of M&S’s work to simplify its sub-brand offering to improve the customer shopping experience, including removing ‘Classics’ from Autumn/Winter 2019
Today, M&S has launched its first major campaign in over five years for its most recognised sub-brand – per una. The campaign is designed to introduce M&S’s customers to ‘All new per una’ following the brand’s significant refresh and remind them the product is available ‘exclusively at M&S’.
The campaign follows months of work from a dedicated per una team – who redesigned the product with the aim of shifting customer perceptions of the brand from ‘too frilly’ to ‘stylishly feminine’.
The team wanted to ensure the product had a distinct identity, alongside offering customers a contemporary and stylish look. The new winter product launching today shows off a sub-brand that uses lots of prints and soft tailoring, as well as quality fabric such as British wool.
The marketing investment is across all major customer channels – from billboards, to print ads, to influencer marketing, email and social media. It also includes stores windows and the product will be the first thing you see when you walk into an M&S store. The complete customer journey refresh has even meant a new logo for per una and new labels on all the products.
M&S’s relaunch of per una is part of the retailer’s plans to broaden its appeal to a family age customer and make the shopping experience easier for customers. M&S has taken further steps to simplify its sub-brands and for Autumn/Winter 2019 has removed its sub-brand Classics introduced in 2001. M&S now offers customers two distinctive brands that support the wardrobe essentials of M&S Collection. These sub-brands are Autograph and the newly refreshed per una – each of which has its own section in M&S’s stores and on M&S.com.
Jill Stanton, Director of Womenswear & Kidswear at Marks & Spencer said, “M&S is changing and we’re focussed on delivering what matters to our customers; great value contemporary, easy to wear style and quality wardrobe essentials backed up by an easy shopping experience. Responding to this we’ve redesigned our womenswear ranges and simplified our sub-brands – focusing on where we can offer a point of difference for our customers. Alongside our M&S Collection wardrobe essentials we’re proud of our two clear sub-brands – Autograph and per una. With per una we’ve refreshed a much-loved brand to give it a more contemporary feel with lots of soft tailoring and beautiful prints.”
Nathan Ansell, Director of Clothing & Home Marketing at Marks & Spencer said, “Per una is our biggest and best-known sub-brand – but in recent years it’s lost some its identity. So, we’ve been talking to thousands of our customers about what they have loved about per una in the past and tried to recapture that in the in the contemporary brand relaunch. The design teams have done a great job bringing that soft, feminine, floral feel to the product and we wanted the campaign to match that – so went to stunning British countryside – natural and effortlessly beautiful, we think it perfectly complements the new product.”