Blog: Leonie BarrieM&S: “We boobed”

Leonie Barrie | 8 May 2009

Headline writers have had a field day this week after the campaign to persuade Marks & Spencer to ditch a GBP2 surcharge on bigger bras picked up its pace. In a climb-down today, the retailer admitted in national newspaper ads that “We boobed” – adding to some of the other headlines that have caught my eye. “M&S admits boob,” “Bra-vo!,” “Storm in a D-cup,” “Women’s full frontal war,” and “Their cups runneth over,” are just a few that I’ve seen.

The campaign against the surcharge might have been headline-grabbing, but it has also raised the serious issue of whether or not an extra cost is justified for larger-sized garments – or, conversely, whether smaller ones should be cheaper. M&S said its premium covered specialist work in engineering its larger bras, as well as the extra fabric needed to make them.

In response to an earlier blog posting, one just-style reader also noted that with margins getting ever tighter, especially for suppliers, each centimetre of cloth/trim counts, and that larger bras use more sturdy components such as wider straps which will be more costly to buy in.

Indeed, rather than capitulating, maybe M&S should have set a precedent by deciding to price more items according to size.

 

UK: M&S backs down over bigger bra charge


BLOG

Digital pieces of the fashion supply chain take shape

The digital pieces of the fashion supply chain puzzle are starting to come together, according to executives at the recent Texprocess apparel technology trade show in Frankfurt, Germany....

BLOG

Latest supply chain leaders?

Swedish fast-fashion retailer H&M, Zara brand owner Inditex, and sportswear giant Nike are not only among the world's leading brands, they also have some of the best supply chains too, according to a ...

BLOG

Finding a solution to the sustainability problem

The key message at this year's Copenhagen Fashion Summit was that the global apparel and textile industry needs to take a holistic view on how it tackles sustainability and responsible sourcing – with...

BLOG

Industry welcoming move to renegotiate NAFTA

The US textile industry has welcomed President Donald Trump's decision to renegotiate NAFTA, saying it is in America's national interest to modernise the trade agreement....

just-style homepage



Forgot your password?