Marks & Spencer launches fashion was smooth, but what matters is what customers think base

  It is perhaps ironic Marks & Spencer chose former Church of fashion to start. Bosses are certainly pray it will be a success.

Because it was unable to start any fashion, it was a launch of M & S, with a lot depending on the success.

CEO Marc Bolland has tried to minimize its importance, but the event was less exposed to the clothes and more about what it meant for the company in the future.

M & S is a two-class society. The car in the food, while the arm of the clothing has backed down.

It is not surprising that the man who led the fight back to the food, John Dixon, is now responsible for so-called general merchandise and clothing.

In order to help it to take former Debenhams Bigwig Belinda Earl on the side of fashion things - at least part-time.

Dixon is easier than Bolland - with their chatter marketing - where M & S has gone wrong.

As in eating, he took his eye of the ball and was punished, he said.

But it is honest, who is its main market, and how he neglected in the past.

It is a revealing fact: 75% of customers in the chain are 45 and older. And more than half are over 55

Yes, young women for their lingerie shop, and others for food, clothing, but in general it is the older category.

To younger buyers, Dixon said: "We are not Topshop, Forever 21, we are not."

A word that has often arisen and improve quality.

But after Bolland, this does not mean quality levels slipped (I think there are many people who disagree).

Improving the quality does not mean higher prices for the same exact items, insists M & S.

This means driving a hard bargain with suppliers and thin their numbers by 10%.

The channel is also a redesign of the collections, including Per Una and Indigo.

And this is the introduction of a new set of best British made with all the dresses here.

The chain already has 20 UK suppliers - but I would not say how many jobs are worth - and aims to increase this number.

partly through the introduction of the Fashion Parade was a parade of some of the new elements in the autumn-winter range.

But the proof of the pudding is not what clothes like supermodels saw in a beautiful place, with all the hype.

What really matters is what customers think of when base camp is in stores from July and in stores that have been criticized as irrelevant for too long.

As Dixon said, you can not turn a behemoth like M & S tower at night.

The start could be the beginning of the return of fight or a new chapter in the long history of disruptive companies.