Allocation of distinct space, to begin in August, is intended to make Per Una easier to shop in and reflect the popularity of its tailoring.
The standalone tailored collection will be installed in approximately 50 M&S stores.
A Per Una spokeswoman said: “The collection will have its own hero image and marketing scheme to help the shopper navigate the section.
“There will be a point of difference between the tailoring area and other Per Una collections to ensure that the customer knows where to find that must-have suit. This is about making shopping easier for the customer.”
Verdict lead analyst Maureen Hinton said that it makes sense for Per Una to differentiate the components of its offer and that tailoring is becoming a noticeable trend in women’s fashion.
She said many retailers have focused on occasionwear, which became a strong growth area, but maintained: “They forgot about the everyday formal occasion – going to work.
“The need for more structured fashion trends is leading to more of a demand for careerwear. Women still want something to be distinctive – they’re not just looking for the plain building society uniform.”
The collection will offer “sophisticated styles that can be teamed with feminine and chic separates”.
The move reflects wider changes being driven by M&S chief executive Sir Stuart Rose, as he strives once again to revive the retailer’s fortunes. At last month’s prelims, he said that “improving brand delivery” and in-store navigation were among general merchandise priorities this year.
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