Marks & Spencer Lingerie: Nice knickers don't sell themselves

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