I think Marks misses out because it is trying to compete with Peacocks and New Look and H&M et al. Accept you are never going to be cool, and concentrate on dressing middle-aged women who want to look smart, not like superannuated hookers.
Bolland says he wants to improve womenswear over the next few seasons........
But there is no ‘unique style’. I think he should ditch the TV ad campaign. Keep Twiggy, but only on instore billboards. And capitalise on your reputation for quality: produce capsule collections of classics such as blazers, V-neck cashmere (in all branches, not just the South-East), black trousers in different fits, tea dresses, simple shifts in bright blocks of colour, pencil skirts, simple tanks in cashmere and silk. Invest more in silk, wool and cotton.
Make the best white shirt around: a hint of stretch, fitted, and that washes and irons like a dream. Lose the high fashion twiddly bits, and the cheap jewellery and imitation leather bags. Install more changing rooms in all branches. Lose the different labels: Per Una and Limited and Autograph and blah blah blah.
Hire a ‘name’ to design the shoes. Use best quality materials because women who shop in Marks are usually on their feet all day.
And make stylish clothes for women in their 60s, 70s and 80s. Marks has an old lady ghetto called the Classic collection, but it’s horrible.
Stop trying to appeal to teens (they will always prefer Topshop and New Look and Very.com), and make clothes for grown-ups.
The menswear is fantastic: good cut, Italian fabric and classic, rather preppy design. So why does the design team think women want high fashion all the time?
We want dateless clothes that fit, and a few colourful, frivolous bits and bobs for holidays. Marks could look at Cos, Uniqlo and Banana Republic for well-made fashion that’s a bit anonymous and doesn’t scream ‘floaty graphic Twiggy kaftan’.
Hire the wonderful model Daphne Selfe, who has grey hair, is 80, and wouldn’t be seen dead in that horrid green appliqued granny top.
