DITCH THE BRANDS

WHAT is the point of all the in-house brands: Autograph, Per Una, Limited Edition, Classic, M&S Collection and Twiggy?

By far the best pieces I found were under the M&S Collection label. Ditch the rest, or if — for reasons incomprehensible to most of us, they must be kept, then they need a much clearer individual identity.

A couple of signs in a megastore isn’t enough. Give each brand a shopwithin-a-shop set-up to tempt us in from across the store.

M&S Collection swimsuit, £29.50. Hat,

£15. Bag, £25