The 'stocking fellas' are being drafted into key stores to guide male shoppers through the art of lingerie buying.
'The level of lingerie items exchanged goes through the roof in January, which tells us that women are not happy with the lingerie they are being given at Christmas,' said M&S head of Christmas Andy Ferguson. 'According to a survey we have done, only 34 per cent of women are completely happy with the underwear that their partner buys as a gift.'
The male staff will be on hand at 12 stores, offering advice on subjects such as finding the right size. Staff will also quiz shoppers to determine which style of underwear is best to buy.