Marks & Spencer Lingerie: Nice knickers don't sell themselves - IPA Effectiveness Awards Case Study 2004

Brief Description: This case describes how advertising transformed perceptions of Marks & Spencer lingerie, by tapping into a powerful insight about women's multi-dimensional use of lingerie. Substantially increasing the size and value of transactions, it caused Marks & Spencer to grow five times faster than the market. Responsible for a £40.9m gain, and a five-fold pay-back in profit, it demonstrates an important truth about retail: good product doesn't sell itself. Advertising has an essential role in shaping perceptions of what retailers offer ;---(TAGS)--- Full Title: Nice knickers don't sell themselves - how advertising made the difference for M&S lingerie ; Number: 2004/24 ; Brand Name: Marks & Spencer Lingerie ; Client: Marks & Spencer ; IPA_ProductCoding: Retail (Department stores) ; Retail (Clothing retailing) ; Clothing & Accessories (Lingerie/sleepwear) ; Agency: Rainey Kelly Campbell Roalfe/Y&R ; Walker Media ; Author: Alice Huntley, Nick Walker ;