M&S relaunches Per Una in major campaign
M&S has launched its first major campaign in over five years for its Per Una fashion label.
The move follows a redesigned clothing collection and a brand refresh for Per Una which aims to shift customer perceptions of the brand from ‘too frilly’ to ‘stylishly feminine’.
The retailer said marketing will be carried out across all major customer channels ranging from billboards and print ads to influencer marketing, emails and social media. The campaign will also include store windows.
In addition, M&S has introduced a new logo and garment labels for the brand.
Nathan Ansell, director of clothing and home marketing at Marks & Spencer, said: “Per una is our biggest and best-known sub-brand – but in recent years it’s lost some its identity. So, we’ve been talking to thousands of our customers about what they have loved about Per Una in the past and tried to recapture that in the in the contemporary brand relaunch.”
The relaunch of Per Una forms part of the retailer’s plans to broaden its appeal to a family age customer and to improve the shopping experience.
Jill Stanton, director of womenswear and kidswear at Marks & Spencer, said, “M&S is changing and we’re focused 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.”
Photo by Georgia Hawkins
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