Marks & Spencer has introduced Ann Summers crotchless knickers, bras, and chemises to its website, a development that has prompted online reactions ranging from "tawdry" to "S & M". This move is seen by some as the latest evolution in the UK's largest underwear retailer's offerings.
The inclusion of Ann Summers aligns with M&S's "brands at M&S" strategy, which began five years ago with other clothing brands and later included underwear. An M&S spokesperson stated that this strategy aims to provide customers with more choice through carefully selected third-party brands that complement their existing range, helping to broaden their underwear and nightwear selection.
Catherine Shuttleworth, chief executive of retail consultancy Savvy, views this as part of a wider strategy to introduce brands into sectors that may not be M&S's core. She suggests the move could also be aimed at continuing to engage younger demographics; in 2024, people under 30 accounted for a third of M&S's underwear sales, double the figure from 2023.
M&S has a long history of selling underwear, dating back to the 1920s, and has consistently adapted to fashion trends. Lorraine Topper, a researcher at The Underpinnings Museum, notes that open-crotch underwear was common before the 1920s, suggesting the current reaction may be disproportionate given the store's existing range of styles.