The promotion, which ran for two weeks, drove a sales increase of more than a third during its first week, compared with the same period last year. The retailer claims that it is the equivalent of two bras per second in stores. Online sales were also up 163% on the year.
The green bra features in the ad ‘we boobed', which shows model Natalie Suliman wearing the bra, sold out on pre-order even before it had become available to purchase. The ad was part of M&S' apology to consumers for its decision to add a £2 surcharge in the price of larger bras. The retailer then removed the £2 surcharge from bras size DD and above.
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