In 2007/08 we made positive progress towards our long-term goal of winning back market share in children’s clothing.

Achieving greater consistency across our sub-brands, pricing structure and supply base has helped us increase our volume market share from 5.0% to end the year at 5.2% and our value market share from 4.5% to 4.8%. This is underpinned by our growing share of the newborn and toddler market, and our continued position as the number one provider of schoolwear for UK families. Strong online sales, up 54% on last year, have also made an important contribution.

In the year ahead, our challenge is to change perceptions, so that M&S kidswear is the first choice for style, as well as quality and price.

Competing on price

As in womenswear and menswear, we believe there is increasing demand for greater choice within our ‘better’ and 'best' categories, whilst maintaining a strong opening price point stance. In response, we’re segmenting our kidswear offer into three key areas: everyday casualwear, Autograph and Limited.

Everyday casualwear

Featuring all the junior wardrobe basics, such as jeans, t-shirts, sweats, and weekend wear.

Autograph

Offering something a bit more special, in more luxurious fabrics, with key elements including party dresses and suits, high quality knitwear and daywear separates.

Limited

Our most fashionable range, for all age groups from newborn to 14, featuring a bold use of colour and a fast response to the latest trends.

Our determination to compete on price and quality is clearly demonstrated by our plans to offer an entire school outfit – polo shirt, jumper and trousers or skirt – for just £6.50. We'll also be carrying this over to online, where customers can buy complete outfits in just one click.

Superheroes, super opportunities

From Thomas the Tank Engine and Iron Man, to High School Musical, our character-wear performed strongly for us in 2007/08. In fact, we sell the widest range of character clothing and merchandise on the high street – featuring more than 40 different characters.

In the year ahead, we’ll be focusing on our best sellers, to ensure they are represented across the entire department – from babywear to socks to pyjamas. With the support of the marketing team, our kidswear section will be themed to coincide with the launch of new movies or programmes, when popularity will be at its highest.