Arks & Spencer to Launch New Brand Concept ‘your M&s

MARKS & SPENCER TO LAUNCH NEW BRAND CONCEPT ‘YOUR M&S’

Marks & Spencer has formulated a new brand concept, ‘Your M&S’, which will be used across advertising and in stores from September. According to the company, its core brand is trusted, but seen as middle-class and boring, while its sub-brands are seen as over-diversified and show a lack of confidence.

The new brand is an attempt to create a co-ordinated message across all categories and reconnect with the company’s core customers. ‘Your M&S’ will replace other straplines, such as ‘Food Love’ and promises to showcase the best of Marks & Spencer's products, using simple photographic imagery for clothing, food and home. Although customers have been referring to the retailer as ‘M&S’ for years, this is the first time the company has referred to itself by its initials. 'Marks & Spencer' will remain on the store facia and the corporate identity will not be changed. ''Your M&S is designed to rekindle the positive, emotional relationship our customers have with Marks & Spencer and remind them that we sell great quality products at good prices'' said Steve Sharp, Marks & Spencer's director of marketing. "Only Marks & Spencer has the place in people's