M&S may be crediting women tempted by its Brazilian knicker offer as having boosted its sales, but its lingerie also has a more specialist following.
Retail Week recently stumbled upon a customer review on the M&S website of a particularly feminine basque by JohnnyX.
JohnnyX, who gives his gender as male, goes on to remark on the snug fit of the item, concluding that it is “nice to wear under my ‘man’ clothes without anyone knowing so”.
Interestingly, 12 out of 14 other customers ranked the review as helpful. Building on the retailer’s Women’s Institute focus groups, perhaps Marc Bolland should investigate the potential of the cross-dressing market further.