When they get it right they nail it. Love that denim dress, and I bought some striped wide legged trousers and a navy p,elated Cami top from autograph recently that are fabulous. But the level of wrongness is startling.
They need to start with selling a plain round necked, short sleeve, waist length cotton t-shirt in White, bright red (not tomato), navy (not indigo) and black. This they used to do well, and then when they cocked this simple task up much worse followed.
They used to sell epic Italian suits in Autograph with a jacket, trousers and dress option. Simple shirts, blouses or Camis to wear underneath. I had loads. Why did they stop?
You used to be able to buy shirts which didn't have naff tabs sewn halfway up the fucking sleeve to keep them rolled up. When did anyone not be able to roll up a sleeve?
Limited used to be really excellent and now looks nylon, lairy and just stupid.
So if I was in charge of Marks I'd get a panel of women that actually shopped there in 1995-2000 era and get them to help with what the fucks gone wrong, not vapid Alexa Chung going through the archives, not bloody Twiggy.
Otherwise swap into womenswear whoever is in charge of menswear. Their range is much, much better and the models look like they don't mind wearing the gear. Every man I know is re-newing their dinner jackets at M&S and chaps that only buy a suit infrequently are picking up stunners for £99.