Marks and Spencer targets the lifestyle market

Marks and Spencer is to roll out new interiors to all 294 of its stores by spring 2000 in an effort to increase sales and stop a sharp decline in profits. The new format has been designed in-house.

The retailer’s most recent results saw pre-tax profits fall by over 50 per cent between 1997 and 1998, dropping from £1.16bn to £546.1m.

Fifteen outlets will be refitted by the autumn. The new interiors promote a lifestyle instead of concentrating on individual products.

Marks and Spencer’s Watford store has a trial lingerie area. “It is split into three sections of classic, contemporary and glamour,” says M+S corporate affairs spokeswoman Cheryl Kuczynski. “Previously, they were all displayed together, but this makes it easier and clearer to find and buy what you want.”

Cafe Special, M+S’s new brasserie, will be rolled out to all outlets with food departments. Launched in March, the cafes have brought in £500,000 revenue each week since they opened.

Latest articles