Marks & Spencer has launched its biggest lingerie range to date, a 300-piece collection named BODY, according to multiple reports. The BODY range aims to rival Kim Kardashian's SKIMS brand, positioning M&S as a direct competitor in the market for modern, comfortable lingerie. A survey conducted by M&S found that 99% of women prioritize comfort in lingerie, according to multiple reports.
The same survey revealed that 68% of women can't wait to take their bra off at the end of the day, highlighting widespread discomfort with existing options. Additionally, 45% of women don't believe stylish underwear should cost more, according to major media, indicating a demand for affordable yet fashionable designs. The BODY range is split into four categories: Body Invisibles, Body Sculpt, Body Soft, and Body Lace, according to major media.
The Body Invisibles line includes an 'invisible thong' as part of its no-show lingerie solutions, offering discreet options for various outfits. In terms of inclusivity, the BODY range includes bra sizes from 30A to 46H, according to major media. The collection also features shades in black, white, putty, and three different shades of brown, providing a diverse palette to cater to different skin tones and preferences.
Price comparisons show M&S's competitive advantage over SKIMS, with the lingerie priced lower than its rival, according to multiple reports. For example, a bra from M&S costs £18 versus £62 for a similar item from SKIMS, and a thong pack from M&S is priced at £14 for three, compared to £20 for one from SKIMS. M&S sells more than 60 million pairs of knickers a year, making it the UK's leading retailer of knickers, according to major media.
This established market position provides a strong foundation for the launch of the BODY range, leveraging the brand's extensive customer base and retail presence. It is not known whether M&S conducted the survey exclusively among its own customers or a broader demographic of women. Specific details on how the BODY range's materials and technology compare to SKIMS beyond general claims of comfort and invisibility have not been disclosed, leaving questions about the technical innovations behind the collection.
Specific sales targets or projections for the new BODY range have not been revealed, and it is unclear how consumer reactions and initial sales have been since the launch. The exact release date and availability details for the BODY range across all M&S stores and online remain unspecified, adding to the unknowns surrounding the rollout.