With over 400 woman's clothing stores M&S has a strong market position in Europe. The budget conscious customer however stopped recognising herself in the brand. The stuffed and seedy stores in which the USP's fashion, price and size were not self evident.

 

Recognisability, clarity and legibility in an environment that is warm and feminine are the most important foundations of the new concept. Old and new customers feel at home in this new setting.

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