Autograph
Marks & Spencer · United Kingdom
Autograph is the premium clothing label of British retailer Marks & Spencer, launched in 2000 with a menswear line. It has since covered menswear, womenswear, childrenswear, lingerie and accessories sold through M&S stores and online.
| Launched | 2000 (menswear) |
|---|---|
| Owner | Marks & Spencer |
| Expanded | Womenswear and childrenswear by 2005 |
| Collaborators | Nigel Hall, Jeffery West, Timothy Everest |
| Website | marksandspencer.com |
What is Autograph?
Autograph is an in-house brand of Marks & Spencer, positioned above the retailer's core ranges. The men's Autograph line launched in 2000, and although the label was originally intended for men, by 2005 it had extended to women and children. It marked its tenth anniversary in January 2010.
Products and positioning
Autograph has spanned several sub-lines over the years, including:
- Autograph Casual and Autograph Weekend for smart-casual dressing
- Autograph Formal for shirts, ties and suits
- Autograph Luxury for upmarket knitwear
- Autograph Junior for boys' partywear, coats and shoes
- Women's lingerie, tunics and hosiery, plus hats, belts, scarves, gloves and bags
Smart-casual pieces have been designed exclusively for M&S by names such as Nigel Hall, Jeffery West and Timothy Everest. The label also had a fragrance line, later merged into a combined M&S perfumery unit in 2009.
Distribution
Autograph is sold exclusively through Marks & Spencer stores and the retailer's website.
Why it matters
Autograph shows how a large British department store chain has used a premium sub-brand to trade customers up within its own stores, drawing on designer collaborations to add authority to its tailoring and casualwear.
Frequently asked questions
Who owns Autograph?
Autograph is an own brand of the British retailer Marks & Spencer.
When did Autograph launch?
The Autograph menswear line launched at Marks & Spencer in 2000 and later expanded to women and children.