// Per Una is M&S’s most recognised own-brand clothing range, but lost popularity due in recent years
// M&S is trying to recapture what consumers originally loved about the sub-brand into the relaunch
Marks & Spencer has launched its first major campaign in over five years for its own-brand Per Una fashion range.
The campaign has been designed to re-introduce M&S customers to the “all new Per Una” following a significant refresh of the brand.
“Per Una is our biggest and best-known sub-brand – but in recent years it’s lost some its identity,” M&S clothing marketing director Nathan Ansell said.
“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.”
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M&S said the aim of the relaunch is to shift customer perceptions of Per Una which was previously seen as “too frilly” to “stylishly feminine”.
The marketing investment for Per Una’s new winter range covers all major customer channels – including billboards, print ads, influencer marketing and social media.
Per Una also has a new logo and new labels on all of its products.
Per Una’s refresh is part of M&S’s ambitions to bring the struggling clothing and home division back to profitability after a string of lacklustre trading updates.
The refresh also means the removal of another M&S sub-brand, Classics, which was first introduced in 2001.
M&S will now offer customers two distinctive own-brand fashion labels – Autograph and Per Una – through dedicated sections in M&S stores and online.
“M&S is changing and we’re focused 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,” M&S womenswear & kidswear director Jill Stanton said.