Ursula Andress homage in bikini advert boosts UK retailer

Plastered on billboards, the photograph of her svelte form on a sun- drenched beach helped sell thousands of bikinis - no doubt helped by the less-than subtle homage to Ursula Andress rising from the waves in teh first James Bond film "Dr No". Now UK retailer Marks & Spencer must be hoping that Myleene Klass's appeal will help shift socks, pants, skirts, shirts, tops and trousers too.



The company's figures, issued yesterday, show a slowdown in sales growth that threatens its revival. Recent store sales - not including new outlets - had a modest annual rise of 2 per cent. This is well below the rate of 8.2 per cent at this time in 2006. M&S says it has been weighed down by the extreme weather that saw the wettest June on record, and the impact of higher interest rates on spending - reports the Daily Mail.



City analysts say its difficulties are indicative of the problems affecting other fashion retailers. Many stores brought forward their summer sales, with some cutting prices by 75 per cent. However, one bright point for M&S was the recruitment of Miss Klass, 29, in a deal said to be worth close to £1million.

Last year, the singer made a big impression on fans by wearing a white bikini on I'm a Celebrity ... Get Me Out of Here! After being signed as the face and body of the M&S spring and summer collection, one of her first tasks was to wear a similar outfit in the high-profile advertising campaign.

The £30 'authentic wood square halterneck bikini set' sold out in weeks and had to be re-ordered to keep up with demand. Miss Klass, whose first baby is due in September, is now appearing in adverts for less revealing outfits.

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