Marketing the fashion product

Marketing the fashion product Essay example
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Marketing the fashion product Introduction Marks and Spencer’s have been one of the leading brands in the United Kingdom since the time they launched themselves in the market way back in 1884. Since then there is no looking back for the retail giant which has gone from strength to strength.


M&S has an estimated 21 million customers in their stores per week. (M&S, 2011). The lingerie market has grown steadily over the past decades with the United Kingdom experiencing consistent growth. M&S have grown consistently with new designs, innovative practices to record huge volume of sales in the last 5 years. “The total UK lingerie market was worth an estimated ?2.93bn in 2010, increasing by 17.8% over the 5-year review period.” (ResearchandMarkets, 2011). M&S underwear brands consist of ‘Autograph’, ‘Per Una’ and ‘M&S Woman’ for women. For men it is ‘Autograph underwear’, ‘collezione’. (M&S, 2011) Marketing has always been the nucleus of any business. There is no other alternative to reach the customers than a proper marketing plan and execution. The companies need to reach out to the customers and offer them the best services and quality at competitive prices. It is not necessary for M&S to provide cheap products as quality is the key to the underwear market segment where comfort counts. “Marketing is managing profitable customer relationships. ...
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