Marks & Spencer's make-or-break autumn winter 2013 collection

Earl says the collection is a return to the retailer's historic values Photograph: Marks & Spencer

'We are raising the bar in terms of taste, style and quality,' Earl said. 'It's about helping customers of every size, shape and age look their best.' Photograph: Marks & Spencer

Earl plans to use her experience in rebuilding Jaeger, which she led until early last year before stepping down for health reasons, to try to resurrect M&S's fashion credentials Photograph: Marks & Spencer

Earl says her experience in building up the Designers at Debenhams range will help underpin the creation of much stronger, clearer brands, which is one of the M&S chief executive's key aims Photograph: Marks & Spencer

This week's autumn collection was relatively well received and helped lift M&S's share price nearly 4% to 436p – its highest level since Bolland arrived Photograph: Marks & Spencer

With that under her belt, Earl is now planning a catwalk event around London fashion week to win over shoppers Photograph: Marks & Spencer

'It's about being confident about our collections and really demonstrating to customers that we have them in mind,' Earl says Photograph: Marks & Spencer

'We started to look down for inspiration and we should be looking up for aspiration. Our customers are aspiring to premium and luxury brands in the fashion world,' says Earl Photograph: M&S/PA

Earl says: 'Our vision is to target the 30-plus customer. We know she comes into stores, maybe not always for clothing, but we have an opportunity to attract her with really good quality and pieces that are key assets to her wardrobe.' Photograph: M&S/PA