M&S may be the place you go for a five-pack of pants rather than key fashion pieces, but in an attempt to push sales of its Autograph brand – which is firmly targeted at Gen Y – uniform-wearing sales assistants will be swapped for stylists dressed head-to-toe in Marks and Sparks.

Having reshaped the British grocery landscape, discount supermarket Lidl has announced its first fashion line. As competition for ‘top UK supermarket’ steps up, is selling jeans next to the milk aisle now non-negotiable? And what does it say about our changing shopping habits?

Aldi and Lidl have done it to groceries, Tiger has done it to homeware. And now Pep&Co has unleashed the discount model on clothing. Founded by former Asda CEO Andy Bond, it’s on a mission to help families spend less on their clothing. Can it become a mainstay on the UK’s high streets?

In an increasingly saturated market, multi-brand retailers such as ASOS and Amazon are investing in their own private label clothing lines to bolster margin, add market share and offer shoppers something they couldn’t find elsewhere. How has own-brand fashion gone from underdog to on-trend?