So could you improve M&S?

Vittorio Radice, the design guru brought in to rescue our favourite high street store, is now to turn his attention to the clothes. We asked real women to give him the benefit of their wisdom

Every time Marks & Spencer sneezes, Britain reaches for its collective handkerchief. The chain is not only an institution, it is seen as a microcosm of British behaviour. Women in particular are thought to treat "good old Marks" as some sort of second home, forever nipping in to buy a three-pack of knickers or a handy black polo-neck for work.

But while it's true that M&S is still the best port of call for Everywoman in search of basics, the fact is that women don't rely on it as much as people think they do. There are hip new retailers in town and they are much better at supplying reasonably priced high fashion.

Vittorio Radice, the 46-year-old Italian who reinvented Selfridges and who took over as CEO almost a year ago, obviously realises that something has to be done, fast. Having unveiled the new M&S Lifestore in Gateshead two weeks ago, it was announced yesterday that he has been given the task of turning round the clothing.

The problem with M&S is that it is trying to be all things to all people. It wants to sell Mrs Middle England elasticated trousers and also supply Little Miss Chelsea with a Prada-lite dustercoat.

M&S was wise to enlist the services of Yasmin Yusuf, who has improved its womenswear. But it is still not enough. Britain is fast becoming as fashionconscious as Paris or Milan. Everyone wants to be trendy. And M&S wants to be trendy, too, because trendy translates into tidy profits.

The first thing that needs to change is the interiors. Selfridges is a sexy beast: it defies you not to spend money. But at M&S it's impossible to find the cool clothes among the horrid ones, while the carpets, changing rooms and fixtures are stuck in a time warp. Women expect sexier shops these days.

What M&S must not do is ditch its larger sizes. However fabulous Zara and Topshop might be, they're useless if you are size 16 or above. Other things that must not change: the quality of the merchandise (superb), the returns policy (second to none) and the shop assistants (over 40 but friendly).

Any more advice, and I'll have to charge Radice a consultancy fee.

So over to our panel of shoppers for their thoughts on Marks & Sparks

'Quality at a good price and the service is excellent'
Yasmin Mills, 38, Writer, broadcaster and mother of two

Where it goes wrong: M&S needs to develop more fashionable lines but make sure that the stores are laid out so it's not so much of a jumble. It has a lot of great designers working for the Autograph range, such as Matthew Williamson, but they don't put their names on the labels. It's a shame not to show that off.

What it does right: Quality at a good price and the service is excellent. You can always find a classic plain T-shirt. Sumptuous classic cashmere knitwear including twinsets that are just right for this summer's Fifties look.

What I would buy now: A floral slip (£16) which is pretty enough to wear in the day. I love the Salon Rose lingerie. I've also got my eye on the gorgeous little V-neck cashmere and angora-mix jumper. I'm definitely taking the washable bright pink-and-white reversible nylon beach bag on holiday this year.

'The T-shirts aren't as good as those in Gap'
Lucy Cavendish, 37 Writer and mother of two

Where it goes wrong: everywhere. It is old-fashioned and there are very few pieces you see that you want to buy. It's not difficult to take fashion and turn it into high street; it doesn't matter what age you are, you can see that. Nothing is cut properly.

What it does right: you have to really look hard, but shoes and bags are pretty good; so are basics, like simple black tops. But even the white T-shirts aren't as good as those in Gap.

What would you buy now? I would buy that beautiful, pink tweed mock-Chanel coat (£95), skirt (£39.50), or jacket (£79.50) in the Per Una range. And the cream raincoat at £59. And for fun, black-and-pink polka-dot stilettos (£49.50).

There is something comforting about M&S
Anna Pasternak,34 Writer and new mum

Where it goes wrong: there is no worse place in the world than the M&S changing rooms. They're stuck in the Seventies, too hot and the lighting is so harsh, it's enough to make you feel suicidal when you're trying on a bra (or at least make you dash to the food department to comfort yourself). Most of the clothes are too synthetic and cheap-looking and the swimwear is diabolical.

What it does right: much to the chagrin of various partners, I have been an M&S white knicker-and-bra girl all my life. You can always find good basics and I would be devastated if they ditched the staples for more fashionable styles. When I had my baby and burned my maternity clothes, the first place I went to was M&S. I felt frumpy and overweight but the sizes are cut generously and you never feel like you're the fattest person in there, which does wonders for morale. The Autograph range is great. It has a Joseph-like feel but isn't nearly as expensive. I bought an Autograph denim coat which people have commented on. There is something comforting about M&S but you've got to have a good eye to pick out classic staples.

What would I buy now? M&S has always been good for a pick-me-up - the 100 per cent cashmere sweaters are just under £100. They're luxurious without being too extravagant.

'I spend a lot of time at my local branch'
Justine Picardie, 41 Novelist and mum

Where it goes wrong: Okay, I admit it, I spend a lot of time at my local branch, stocking up on sticky toffee pudding and chocolate-covered Brazil nuts. The only drawback is that there are no clothes in it, apart from boring socks and depressing hosiery. But though I like the idea of a trip to the West End flagship emporium for well-priced, goodquality basics, I'm usually disappointed.

What it does right: the shoe department occasionally has some brilliant bargains. My favourite pair were last summer's silver leather flip-flops.

What would I buy now? A cashmere-mix spring sweater - only £35 (and only seven per cent cashmere, but never mind).

'The displays give me visual indigestion'
Janice Blackburn Founder Curator, Sotheby's Decorative Arts Exhibitions

Where it goes wrong: from swimwear to underwear there is hardly a day when a St Michael garment isn't on my body. I usually dash into the Marble Arch branch every couple of weeks. M&S tries to please all tastes, but with such a diversity of customers it lacks focus, and the confusing mish-mash of merchandise, all poorly displayed, gives me visual indigestion. When I do find a hidden treasure it's often by accident.

What it does right: recently, I bought a short black-and-white skirt in the Per Una range. Very chic, very simple, with a sexy flare and frayed hem. I am not a "label" snob - it cost £40 and all my friends think it's "this season" Comme des Garcons. I wear it with black opaque tights (M&S) and ankle boots (Prada) and it looks great. Very cool and modern. Sadly, the skirt is completely sold out and won't be repeated, even though, according to the sales staff, it was the season's best-seller. Typical!

What would I buy now? Gorgeous cala lilies in the clearest, most vibrant bright yellow, the texture of wax, never seen them anywhere else. They dress my table beautifully for £4.99 a bunch.

'It's aimed more at my mother's age group'
Jessica Buckley, 23, Jewellery designer

Where it goes wrong: I find Marks & Spencer too old - it's aimed more at my mother's age group.

What it does right: I bought a jacket from Per Una last winter, and I like some of the Autograph range. I appreciate the attention to detail and you can rely on the quality.

What would I buy now? I love the beige single-breasted mac, £59 (machine washable and everyone did macs on the catwalk), the pink/peach fine tweed jacket, £79.50, skirt, £39.50, and coat, £95. Looks like it's straight off the Chanel catwalk.

'I buy all my basics here, such as vests and V-neck sweaters'
Emily Legros, 26 Council worker

Where it goes wrong: I think it needs to be updated - it's aimed at the middle aged, although for them I think it's great. I find the cuts a bit fussy and some of the embellishments too much.

What it does right: I bought some gorgeous pink-stripe linen pyjamas in the summer; they are so comfortable and have been through the wash loads of times and are still as good as new. I buy all my basics here, such as vests and V-neck sweaters, and the wool jumpers only cost £28 and are quite happy going in the washing machine.

What would I buy now? I've just bought a floral chiffon blouse - it's a bit like Marc Jacobs mainline, and only cost £28.

'I've nothing against M&S in principle, but I can't say I ever buy my clothes there'
Alex Mattis, 27, Journalist

Where it goes wrong: I've nothing against M&S in principle, but I can't say I ever buy my clothes there. They tend to look a bit frumpy. There's the occasional good piece - I've known friends to buy great shoes from there, and they also did an £80 Prince-of-Wales trench coat a few months back that I wish I'd bought. But that's about it. M&S has been shafted by Zara, which is similar in price and quality but much more fashionable. I do buy its food and flowers, but went the other day intending to buy some long strings of pearls. I didn't want to pay more than a tenner, which is why I thought of M&S. But they all looked wrong, somehow.

What it does right: the Autograph range isn't bad, but it's so expensive you might as well shop at Selfridges. One reason people spend a fortune on clothes is because it gives them a thrill. I can't see M&S providing the same buzz.

What would I buy now? Its tights and knickers are great. And I loved this floral bag, which was only £16 and is really D&G!