Another 'boob' from M&S

By: Leonie Barrie - 22 July 2010 19:04

Less than a week after its launch, Marks & Spencer is warning it expects to sell out of its "Amazing 2 Sizes Bigger Push Up Bra" this weekend. It is already the retailer's fastest selling bra, with more than 1,600 people joining the online waiting list prior to its launch, and it's been flying off the racks even faster than the green Autograph bra which featured in last year's nationwide 'We've Boobed' campaign.

But I'll bet there are some seriously red faces in the buying and merchandising department after failing to anticipate its success.

Admittedly, retailers have just spent the best part of the past two years trying to right-size their businesses in an attempt to counter dwindling consumer spending and hold steady on prices. And they're being careful not to fall into the old traps of excess stock, high markdowns and low margins. But unfortunately, not being able to find the styles and sizes they want is another sure-fire route to unhappy customers.

In an attempt to placate those who have lost out on the GBP20 bra, which uses a super light foam instead of traditional gel pads to boost the wearers' cleavage, M&S is promising a second delivery to its stores in September. Perhaps it should add a new demand planning tool to its shopping list as well.