Could something as simple as the sleeve be the key to securing Marks & Spencers fashion future? The high street powerhouses new style director Belinda Earl is confident that yes, it is.
Asserting her intention to lead the way on quality and style at yesterdays M&S AGM, Earl pledged that next season, 90 per cent of the labels dresses will have sleeves.
The proliferation of sleeveless dresses on the high street is a bugbear for many women who feel self-conscious of their arms, and Earl is determined to give her customers what they want.
You told us you wanted dresses with sleeves, so for autumn 90 per cent will have sleeves. I can personally promise that I mean real sleeves, full, three-quarters and half, she said.
To be absolutely sure that we meet your expectations on this, cap sleeves, which cause much debate have been reclassified as sleeveless. So its official: sleeves are in.
The renewed focus on responding to customer demand comes as the retailer posts its eighth consecutive quarterly fall in underlying sales of clothing.
We're convinced that Earl has hit upon a winning formula, however - and brilliantly, we wont have to wait too long get our hands it. M&S new-season collection, the first under Earls direction, starts landing in stores on 25 July.
