Marks and Spencer's move to re-badge a store fascia in London as Your M&S could pave the way for a rebranding of its products, analysts have predicted.
Although the retailer said that the change of name at its Edgware Road store this week was a one-store trial, The Grocer has learned that M&S has also registered Your M&S with the Patent Office under all its food and non food categories, as well as under the category used for the naming of stores.
This would cover a range of products from homewares and toiletries to meat, prepared meals and fresh fruit.
Analysts said that the name would work well on M&S's packaging because it would modernise the range and give it a more contemporary look.
Nick Gladding, senior analyst for Verdict Research, said: "I think it could work on packaging. It would certainly help them reach a more contemporary customer."
Another analyst added that because Your M&S had already been accepted by consumers in its successful ad campaign, it would only be a subtle change for it to move it on to packaging.
The move to change the Edgware Road store name to Your M&S is seen as a u-turn for the retailer, which said the brand would not be used on store fronts - only advertising, PoS and shopping bags - when it launched in 2004.
A spokeswoman said there were no plans to put it on packaging at the moment.
Although the retailer said that the change of name at its Edgware Road store this week was a one-store trial, The Grocer has learned that M&S has also registered Your M&S with the Patent Office under all its food and non food categories, as well as under the category used for the naming of stores.
This would cover a range of products from homewares and toiletries to meat, prepared meals and fresh fruit.
Analysts said that the name would work well on M&S's packaging because it would modernise the range and give it a more contemporary look.
Nick Gladding, senior analyst for Verdict Research, said: "I think it could work on packaging. It would certainly help them reach a more contemporary customer."
Another analyst added that because Your M&S had already been accepted by consumers in its successful ad campaign, it would only be a subtle change for it to move it on to packaging.
The move to change the Edgware Road store name to Your M&S is seen as a u-turn for the retailer, which said the brand would not be used on store fronts - only advertising, PoS and shopping bags - when it launched in 2004.
A spokeswoman said there were no plans to put it on packaging at the moment.
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