Marks & Spencer has launched a refresh of its popular Per Una sub-brand in an attempt to improve customer perceptions of the brand.
The retailer had already to simplify its sub-brand offerings in an attempt to regenerate the brand and improve the customer shopping experience. The “Classics” collection has been dropped for this Autumn/Winter season, and Per Una items have a new logo and labels.
The new winter range for Per Una includes a selection of cosy knits, prints, and soft tailoring. The range will be advertised across social media, print ads, billboards, and other marketing channels in the first campaign for the brand in five years.
Jill Stanton, director of womenswear and kidswear at Marks and Spencer, said: “Marks and Spencer 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… With Per Una we’ve refreshed a much-loved brand to give it a more contemporary feel with lots of soft tailoring and beautiful prints.”