Marks & Spencer mulls switching branding to Your M&S

LONDON - Marks & Spencer is considering rebranding all its stores as Your M&S, doing away with the traditional Marks & Spencer, after the success of the advertising campaign created by Rainey Kelly Campbell Roalfe/Y&R.

According to a report in the Daily Mail, Marks & Spencer is trying out the rebrand on its store in Edgware Road, central London. It hopes it will appeal to younger shoppers.

The newspaper reports that the Your M&S concept will be trialled for several months, and if successful could be rolled out across the chain's 440 stores.

The "What's your M&S?" slogan is used in advertising created by Rainey Kelly and also appears on the store's carrier bags and in-store promotional material.

The success of ad campaigns starring models including Twiggy and Erin O'Connor has been crediting with boosting clothing sales at the high-street retailer.

The agency's "This isn't just food, this is M&S food" work has also seen sales rocket -- most notably for a chocolate pudding, which saw a 3,000% increase in sales for the line.

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