Twiggy beefs up sales at Marks & Spencer

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[London] TV spots for Marks & Spencer, featuring 1960s model Twiggy, have created a buzz around the beleaguered British retail brand. M&S announced a quarterly rise in sales for the first time in nearly two years and predicted profits at the top end of expectations. The retailer claims that clothes are "flying out of the stores" following the September launch of the campaign, by Rainey Kelly Campbell Roalfe/ Y&R, London. Twiggy appears in M&S women's fashions alongside three well-known models who represent different age groups. Once regarded as a classic British brand, Marks & Spencer has struggled for several years against consumer perceptions that it has become old-fashioned and dull. However, it has overhauled its marketing strategy following the arrival of a new management team, led by Chief Executive Stuart Rose and Marketing Director Steve Sharp.
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