Blog: Leonie BarrieM&S own-label makeover

Leonie Barrie | 11 January 2007

Reading through the reams of information that accompanied the release of Marks & Spencer’s Christmas trading results on Wednesday, the following quote caught my eye: “We have one huge advantage that others have not: we are 99% own-label,” Rose said earlier this year. “We can lay down standards and take a stance on everything, from working conditions to hydrogenated fats”.

But M&S’ own-label is now cleverly disguised as separate brands, none of which scream Marks & Spencer. Just think of Limited Collection, per una, Autograph and Blue Harbour – all of which mean different things to different consumers. Today’s ‘Your M&S,’ as the company is increasingly known, has come a long way from the St Michael trademark which was abandoned in 2000.


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