M&S finds need for a new look is a black-and-white decision

PUBLISHED : Thursday, 16 June, 2005, 12:00am
UPDATED : Thursday, 16 June, 2005, 12:00am


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Black and white is this season's green at Marks & Spencer, which introduced its stores' new look at the opening of its relocated Times Square branch yesterday.

In a move away from its familiar green and towards what it calls a 'contemporary black-and-white colour scheme', the UK retailer has begun redecorating its stores in an attempt to bring its customers what it calls 'a refreshed shopping experience'.

Another change introduced at the opening was their separate menswear store, which is two floors below the main store and occupies a smaller space.

The combined floor space of the two outlets now on the 4th and 6th floors is less than that of their original 3rd and 4th floor locations.

The managing director of Marks & Spencer Asia Pacific, Gill Morton, said this was the first stand-alone store for menswear opened by the chain - a trial to see whether customers who only want to buy menswear would prefer to shop in a standalone store.

The company recently suffered a blow to its image when the lease of its flagship store in Pacific Place was not renewed by landlord Swire Properties.

Marks & Spencer's decision to go with shiny white floors, stark lighting and large black and white posters in its stores most likely showed the company was trying to makes itself appear more upmarket, said the creative director at Landor, a marketing company that handles interior design and advertising campaigns.