Knickers in a twist: why M&S selling crotchless panties isn’t as outrageous as it seems
Summary
Marks & Spencer (M&S) has started selling Ann Summers crotchless underwear on its website as part of a new strategy to offer more brand choices and attract younger customers. The move is seen as an extension of M&S’s long history in underwear sales, which now includes a wider variety of styles and brands.Key Facts
- M&S is selling Ann Summers bras, chemises, and crotchless knickers on its website.
- This is part of M&S’s “brands at M&S” strategy to add third-party brands alongside their own products.
- M&S has offered many underwear styles over the years, including full briefs, thongs, period knickers, and stoma-friendly options.
- Under-30 customers now make up one-third of M&S underwear sales, double from 2023.
- Ann Summers is known as a brand with a sexier image, which helps M&S target younger shoppers.
- The underwear range on the M&S site also includes other brands like Pour Moi and Calvin Klein.
- M&S has sold underwear since the 1920s and has followed fashion trends such as lace and hip-hugger styles.
- Experts say M&S has always offered both practical basics and more fashionable, sexy lingerie.
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