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La Senza keen to steal older women from M&S

Lingerie retailer La Senza is targeting “sophisticated” older customers in a bid to grab market share from M&S.

M&S has a 27% share of the lingerie market by value, with La Senza the second biggest at 7.5%

La Senza is known for its bright, candy-coloured collections that appeal to younger shoppers, but marketing director Sarah Hawkins said the retailer would introduce more neutral colours to “broaden its appeal”.

“We did some market research and the feedback was we were very young. We don’t want to alienate our core customers but we want to stretch the age from 18 to 40,” she said. “The strategy is to attract a different customer. We want to steal market share from M&S.” Price points will remain about the same, ranging from £10 to £28 for a bra.

As revealed by Drapers last week, La Senza founder Theo Paphitis’ new lingerie chain Boux Avenue, which is set to launch in March, will also directly target M&S’s lingerie customers.

Hawkins said La Senza has introduced a palette of mocha, vanilla and apricot for autumn 10, which features in a new campaign. The campaign features a model laughing and smiling for the first time, rather than pouting. “It’s for a more sophisticated, older customer,” Hawkins said.

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