Marks and Spencer has launched its first major campaign in over five years for its most recognised sub-brand – Per Una.
Marks and Spencer said the campaign is designed to introduce its customers to the “all new per una” following the brand’s “significant refresh”.
The retailer added that the move aims to redesign the product, shifting customer perceptions of the brand from “too frilly” to “stylishly feminine”.
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”.
It has also 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 sub-brands – 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 and kidswear at Marks and 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.”
She added: “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.”