Marks & Spencer focuses on India via new linen campaign

With a splash of myriad hues with more prints and embellishments on innovative linen blends, British fashion brand Marks & Spencer has introduced new marketing campaign - Art of Marks & Spencer - especially curated for the Indian market to put the spotlight on linen in the country.

This is the first time M&S India has launched a special campaign for a category like linen. The new campaign builds on the growing popularity of M&S's quality linen offer with Indian customers, read a statement.

In the last financial year (2015/16), the fashion house saw record linen sales in India - up 15 percent on the previous year.

The customers have a choice of over 120 styles of linen across womenswear and menswear with prices starting from Rs. 1499. The brand's buying and merchandising team based in Gurgaon specifically selected linen products to best appeal to Indian tastes.

Taking linen beyond a trusted wardrobe staple to be a fashion must-have, M&S's new summer linen collection includes a wider range of prints and flattering features such as lace, embroideries and sheer panels.

Ritesh Mishra, head of buying and merchandising at Marks & Spencer Reliance India, said: "By tailoring our linen offer for our Indian customers to have more colours and styles all year round, complemented by our new linen marketing campaign, we're continuing to grow our linen business in India and take our customer engagement to another level."

--IANS

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