Rosie Huntington-Whiteley's Lingerie Campaign Couldn't Turn M&S Sales Around

'General merchandise' sales are down again

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Rosie Huntington-Whiteley's Lingerie Campaign Couldn't Turn M&S Sales Around
Photo: WENN

Rosie Huntington-Whiteley's sultry lingerie shoot for M&S sent underwear sales soaring but even her good looks can't seem to lift general merchandise sales for the high street store.

Rosie Huntington-Whiteley collaborated with Marks & Spencer to design and model their saucy Autograph lingerie line last year, helping the range to become the fastest selling lingerie line in the store's history.

Thousands of women flocked to M&S to copy Rosie's sexy bedroom look (WENN 110413)

While the sultry shots were incredibly popular, Rosie's come hither stare and willowy figure could do nothing to help fashion sales in general, which fell by a whopping 3.8 per cent. This figure was however less dramatic than the six per cent dip predicted by business analysts:

"We are working hard on improving our performance in general merchandise, and despite difficult trading conditions, we made progress in our operational execution," said M&S chief executive Mark Bolland.

Since recruiting Rosie, the M&S team have been working hard to raise their profile, appointing many big industry names to help them get back on track. In 2011, former CEO Laura Wade-Gery joined the board as multi-channel e-commerce executive director, while former Jaeger and Aquascutum CEO Belinda Earl was made style director in July 2012.

Former Victoria's Secret chief creative officer Janie Schaffer joined as lingerie and beauty director in November last year, helping Rosie's sexy campaign achieve such great success.

As Rosie was so popular, we reckon it wouldn't hurt for her to release a second range. For M&S' benefit, obviously!

Rosie wowed in a black peplum dress at the launch of her lingerie line:

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Rosie Huntington-Whiteley at the launch of her new M&S lingerie range - Wenn