In the past financial year its market share has dropped 0.2% to 11%, despite the success of Per Una. At its annual results presentation last week, it unveiled Limited Collection, a clothing label aimed at 35- to 44-year-olds, its biggest womenswear launch since Per Una in 2001.
Vittorio Radice, executive director for clothing, home and store development, said the layouts were being revamped to take advantage of changing trends.
'The Marks & Spencer label is fantastic when you consider individual pieces like shirts and trousers. But with a branded collection we must create an area where people know who has designed the clothes,' he said.
The layout will feature the Per Una range and the younger sub-brand Per Una Due at the store entrance.
To create a distinction from the retailer's traditional green branding, Per Una's pink, grey and orange colours will be used on shop fittings, as well as in separate uniforms for staff and its own changing rooms.
Limited Collection will receive similar treatment when it is introduced in 66 stores from September. Although 60% of M&S' floorspace will be dedicated to product departments, such as areas for knitwear, jeans, T-shirts and tops, the layout will alternate between collections and traditional product areas.
But if Limited Collection is successful, Radice said the clothing division could increase its focus on collections beyond the existing 40%.
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