By Liliane Kouassi
French people apparently love Marks & Spencer’s sandwiches. Some of the food tastes ‘so British’ according to the French public, and is attracting customers looking for something different from the usual baguettes and pastries. M&S perfectly embodies the classic image that French people have of Great Britain. This taste of Britain allows them to take a virtual trip in their mind without actually boarding a flight or a train to the U.K.
More than anything, French people enjoy the quality and simplicity of the products sold by the brand. Some customers say they love the fact that trousers had different lengths, from short to long: something not commonly seen in France. Meanwhile, many ladies mention like the style of the lingerie. So much so, that specialised lingerie retailers in France are apparently nervous about the new competition.
Marks and Spencers had a 10 year break from retailing in France from 2001 to 2011 due to ailing sales. Since re-entering the market, the products have captured the imagination of the French public.
What’s changed? Had Marks and Spencer reinvented itself? Or have French tastes become distinctly more “British”?
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