M&S, Marksies, Marks & Sparks…call it what you will, the brand name which was a byword for retail success in the 20th century has lost its way in the 21st.

Marks & Spencer is still a bit of national treasure. The dismayed reaction  of shoppers to news of the proposed closure of Darlington and Stockton stores is a reminder that Britons still hold an affection the 135year-old retailer regarded as a high street bellwether. Whippersnappers such as Amazon, Zara, Primark and Lidl may be better at exploiting the internet and targeting younger customers but none of them match M&S as a beloved institution which has supplied generations with undies, socks and pre-packed sarnies.

Being stuck in the 'middle' - middle price, middle range, middle class - left M&S vulnerable to modern retail realities. Shoppers may regard the closures as conclusive proof that town centres are finished as retail destinations, reasoning that if M&S can’t make a go of it then who can? It is also worth noting that the firm has made some terrible blunders and lacked clear direction.

The top job was stuck in a revolving door for years.

In 2000 it dropped its famous St Michael brand, and replaced it with 13 brands, only one of which survived.

Once M&S lost its clothing mojo, it focussed on food but then faced fierce competition from supermarkets and sandwich sellers.

The absence of M&S will leave a big hole in Darlington, Stockton and Durham and in the scores of other towns which are losing their branches. People without the means to reach out-of-town Simply Food outlets will feel its loss most keenly.

By all means blame the internet, councils, the government or German discount stores but M&S bosses must shoulder a big slice of responsibility too.