Marks & Spencer will this week launch another advertising blitz featuring the models Twiggy, Laura Bailey and Erin O’Connor.
The campaign, involving billboard posters and adverts in national newspapers, will promote the retailer’s spring and summer range, which includes loosely cut silk dresses and flared, cropped jackets.
This week’s drive will be followed in March by a new television advertising campaign featuring the models, as well as former Hearsay singer Mylene Klass.
The company’s advertising strategy has been credited as one of the factors behind the retailer’s revival.
M&S made profits of more than £1bn (€1.5bn) in 1997 and 1998 but the figure dived to as low as £145.5m (€21.7m) in 2001 as customers were put off by dreary clothes and depressing stores.
Chief executive Stuart Rose has led the company’s transformation, recently delivering a 32.2% rise in pre-tax profits to £405.1m (€607.4m) for the six months to September 30. There are hopes that M&S can get close to the billion pound mark for the full financial year.
M&S spent £59.1m (€88.6m) on marketing and promotions during the half-year, but Mr Rose indicated it was more than worthwhile as items such as a £35 (€52.4m) jersey-dress worn by Lizzie Jagger in the adverts proved to be hugely popular.