Marks & Spencer poised to axe Per Una fashion line

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Marks & Spencer is understood to be reviewing its once popular Per Una fashion label and could soon scrap it all together.

According to the Mail on Sunday, M&S has placed a raft of inhouse clothing lines under review following a sustained period of falling sales in the department store’s non-food arm.

Per Una, which was launched by fashion veteran George Davies in 2001, was once one of the retailers most fastest selling ranges, but M&S has stated that some sub-brands have “lost their identity” in recent years.

Other M&S labels including Autograph, Blue Harbour and Limited Edition have also been put up for review and could soon disappear altogether.

The struggling retailer is currently undergoing a radical turnaround strategy, which led to a 62.1 per cent drop in profits for the year to March 31.

This included a 1.9 per cent drop in like-for-like sales at its clothing arm, including a 1.4 per cent total sales drop.

“The first phase of our transformation plan, restoring the basics, is now well under way and the actions taken have increased the velocity of change running through our business,” Steve Rowe said amid the results.

“These changes come with short term costs which are reflected in today’s results.”

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