Marks & Spencer relaunches Per Una with marketing push

The campaign is designed to change customer perceptions of Per Una from ‘too frilly’ to ‘stylishly feminine’.

It is being run across media channels including billboards and print through to influencer marketing, email and social media, and will feature in windows. The range, carrying a new logo and labelling, will be displayed at the front of stores.

Marks & Spencer’s relaunch of Per Una, originally created for the retailer by Next and George at Asda architect George Davies, forms part of the retailer’s drive to broaden its appeal to family age customers.

Per Una and Autograph are now M&S’s main sub-brands, following the removal of Classics for the new season, and sit below the M&S Collection essentials assortment.

M&S director of womenswear and kidswear Jill Stanton 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. 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.”

M&S director of clothing an home marketing Nathan Ansell 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 contemporary brand relaunch. The design teams have done a great job and we wanted the campaign to match that.”