Shoppers are wising up about all this fluff marketing after realizations that cheap clothes are still cheap clothes. With poor sales numbers and reports of...

Shoppers are wising up about all this fluff marketing after realizations that cheap clothes are still cheap clothes.  With poor sales numbers and reports of disappointed customers rolling in from all over, high street marketers best be brainstorming for the impending storm of consumer backlash ahead.   

The Observer talks to George Davies, the inspiration behind Next, George at Asda and Marks and Spencer’s Per Una range, about just how wrong celebrity lines are getting it.

Moss’s line would not be the first to fail to live up to its publicity. Both Roland Mouret’s Gap range and Madonna’s H&M collections were fast-tracked to ‘clearance’ within weeks of their launches. This, said Davies, is why he would never invite a celebrity to produce a ‘capsule label’ within his own range at Marks & Spencer.

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