Reviving St Michael is the best idea M&S has had in ages – but please give us more than a rugby shirt
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telegraph.co.ukM&S has plans to revive the St Michael brand, and then my anti-climactic disappointment when I realised that the comeback currently only comprises a men’s rugby shirt and sweatshirt.
Still, small steps. It is 21 years since St Michael was taken off M&S shelves in a bid to modernise in the face of falling profits – sadly, the situation isn’t much better today (it reported its first annual loss in 94 years in May) and the department store is fighting to remain relevant in the face of stiff competition from a new generation of retailers, ranging from Next and Primark to Zara and Boohoo.
This subtle reintroduction of St Michael is part of a turnaround strategy which seems to be showing early signs of success – shares surged last month after it.
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