A Place for Heroes: M&S Positioning for Fashion

Choice can often be the enemy of retail, particularly in this omni-channel, customer driven landscape, where endless assortment is often the commercial weakness of collections and the bain of time-starved customer. A return to selling must have heroes, and stars, and best sellers and favourites, essentials and most desirables, where the retailer leads the customer, the so-called experts inspire the uninspired consumer.