M&S axes its Classic range for women over 55
MARKS & SPENCER has quietly shelved its Classic womenswear label to bring an end to its ‘confusing’ stable of brands.
It follows a review of its women’s clothing brands and a drive to appeal to a broader range of shoppers. It will now focus on M&S Collection, Autograph and its recently relaunched Per Una.
M&S still has a Classic section on its online shop promising ‘everyday quality’ and ‘timeless tailoring’.
But this weekend that part of the website is not displaying any items of clothing and a source said it was on the brink of being removed.
Classic was launched in 2001 to appeal directly to women over-55 – once referred to as the chain’s ‘core’ shoppers.
A spokeswoman said the ‘best parts’ of the Classic range have now been absorbed into the main M&S Collection.
It follows the fate of other former labels including Limited, Portfolio and Indigo.
M&S bosses have realised the company needs to attract not only the over-55s but also more ‘family shoppers’.
Chief executive Steve Rowe said last week that M&S had already begun a shift away from ‘some of the frumpiness’ to ‘modernise’ clothing ranges and make products ‘more stylish’.
An M&S spokesman said: ‘We have simplified what had become confusing sub-brands.
‘We’re changing our core M&S Collection to deliver stylish wardrobe staples with broad appeal. If you get the product right it hits a sweet spot and will be worn and loved by women of all ages.’