Their pants may ‘no longer provide adequate support’, as Jeremy Paxman of Newsnight once said, but their latest innovation promises to rock the market. If you are wondering to what levels can modern marketing can stoop to, do have a look at Marks and Spencer’s new range of slim-fit underwear labeled as R-pant, named after Twilight star Robert Pattinson, popularly known as R-Pattz to his fans.
M & S latest innovation will target the younger consumers, with its new sex appeal and its extravagance. “Over the last three years we’ve seen an increase in the popularity of hipsters," says Richard Beale, head of merchandising. "The new range is designed to appeal to a younger, fashion-savvy customer."
Olie Arnold, style director of Men’s Health, however, wonders about the appeal of the latest M&S fashion. "I hate seeing the waistbands of men’s pants poking out of the top of their jeans," he says, “Do M&S really even sell skinny jeans? Maybe lots of women will buy them for their husbands and boyfriends, though."
That may be case in point. Pattinson, unlike Cristiano Ronaldo, is unlikely to star in an M & S campaign as of now. But given the 24-year old’s soaring popularity with the vampire saga releases and the growing market for lower-rise pants, we must admit that the marketing strategy behind this simply impeccable.
Popularity: 2% [?]
