TWIGGY, Mylene Klass and underwear model Rosie Huntington-Whiteley may have all put their fashionable faces to the brand, but clothing sales at Marks and Spencer are at their worst in three years.
This week the retail giant reported a 10 per cent slump in overall profits for the first half of the year.
The company has brought in the former boss of Debenhams and Jaeger and the chief creative officer of lingerie brand Victoria's Secret to try and turn things around.
But the results will not be in shops until next year.
In Gloucester city centre, where its new Eastgate Street store has had mixed reactions, customers were also divided about the fortunes of M&S.
Abbeydale resident Diana Ridley, 69, said: "They have definitely lost touch with what people want. I shopped there all the time about 20 years ago but I don't like the clothes these days they are a bit too fashionable."
But Diane Hodges, 48, from Cinderford disagreed and said: "I don't think they have.
"They are all right and have nice woolies. I also get what I want in there and think they are quite fashionable."
Abbeydale pensioner Margaret Richardson said: "They are not so good. The clothing doesn't seem to suit me.
"They are a bit too fashionable for me and all the clothes seem to have necklines that are too low. They seem to have gone very modern."
Brad Collett, 62, from Cam, said: "I don't think they've lost touch. I don't shop there regularly but I still think of it as quality and tend to look in there for smart clothes."
Teenager Hayley Kubiak from Kingsway said: "They could do with more reasonably priced clothes because of the credit crunch. The 17-year-old added: "They need some more fashionable stuff."
Full-time mum Chantal Butters, 33, of Barnwood said: "The overall impression you get of it is a bit frumpy. I have been looking round and there wasn't anything I wanted."