Marks & Spencer to boost clothing choice
Product ‘intensification’ programme to roll out
Marks & Spencer is to increase clothing ranges at a further 90 high street stores over the next six months.
The rollout of M&S’s ‘clothing intensfication’ programme after a six store trial will take initially take in 50 per cent of M&S stores where clothing is the main driver of sales. The move is part of the wider revamp of store design and product offer being overseen by M&S director Vittorio Radice.
M&S has won praise from the fashion press for its revamped clothing ranges over the past two years. However, is has also faced criticism that in many stores neither the store environment nor the limited range available does its clothing offer justice.
The company said it aims to significantly broaden its clothing offer through additions to the display equipment, which will see an increase the number of different product lines and colours available in stores, without increasing total stock on the sales floor.
It said the six store trial delivered an increase of one third in product choice and resulted in a significant sales uplift.
Marks & Spencer chief executive Roger Holmes said: “Increasing customer choice in smaller stores is part of our overall drive to continuously deliver improvements for our customer’s shopping experience.”
