Belinda Earl, formerly of Debenhams and Jaegar, is unveiling her first collection as style director of Marks & Spencers today in a move that many hope will turn the sleeping high street giant's fashion fortunes around. Not an easy challenge - so where did she start?
"We spent lots of time asking customers what they wanted and talking to the staff in store," Earl told us. "What they want is the quality back and the trends interpreted to fit and flatter them; they want to look their best."
Upgraded fabrics, attention to detail and an emphasis on mixing timeless classics with newness have contributed to a collection that is so far looking like it could be M&S' most successful fashion step for some time.
"We spent lots of time asking customers what they wanted and talking to the staff in store," Earl told us. "What they want is the quality back and the trends interpreted to fit and flatter them; they want to look their best."
Upgraded fabrics, attention to detail and an emphasis on mixing timeless classics with newness have contributed to a collection that is so far looking like it could be M&S' most successful fashion step for some time.
Earl is rumoured to have been given a £1 million salary alongside a brief to bring M&S back into our wardrobes from its forgotten place at the back of our underwear drawer.
"We'll be putting more mannequins in stores to display our targeted collections and how they can be coordinated," goes on Earl. "Our core customer is 45 and over and they are incredibly important to us, but we're now targeting a 30+ customer too.
"We've really raised the bar - there will be destination coat and dress departments in every store with prices from £45 to £85 - there is plenty for everyone."
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