per una is particularly popular; when it first launched it outsold all other M&S fashion ranges! per una has an Italian feel with quirky touches and added embroidery, and customers say that it is fresh and attractive.
Autograph was designed as a capsule collection with statement pieces. Short product runs and quick turnaround means that the pieces always feel fresh and the limited product runs ensure exclusivity (i.e. there is less chance of finding someone else wearing the same clothes as you). Supermodels of the time starred in the advertising campaigns and helped to present an ultra-stylish image.
Blue Harbour, Collezione, Indigo, Limited Collection and Classic all followed - each range has a target market and its own distinct branding.
The image top right shows per una at Abbeycentre, Newton Abbey 2006.