Busy parents who do not have the time to
browse, tell us they want an easy layout and
good product availability so they can quickly
pick up what they need. As in womenswear
and menswear we have focused on making
our brands clear and cutting out duplication.
In kidswear our brands are: 'Everyday Casualwear' for wardrobe basics;
'Autograph' for something a bit more special
for boys and girls; and ‘Limited’ for more
fashionable items.
We regularly run focus groups with children
and their parents to make sure we deliver
exactly what they want. In addition to the
hard-wearing washable fabrics that parents
look for, fashion also plays a part. Our kidswear
needs to be on-trend, as in womenswear and
menswear, with products in bright colours
with plenty of detail. Newness – or refreshed
ranges – are also important and we have
been working with our suppliers to ensure
we get new products into store every month.
Customers know M&S provides value that
they can trust. This is clearly demonstrated
in schoolwear where we offer great value
at a starting price point of £6.50 for an entire
uniform, including a 100% cotton jumper, a
polo shirt, and a crease resistant skirt or pair
of non-iron trousers. As the UK’s number
one schoolwear provider, we stand by our
commitment to never compromise on fit, quality, or on our ethical standards.
Parents who want to pay a bit more can
upgrade to our ‘better’ range of uniforms,
offering extra detailing, our innovative water
repellent and stain resistant 'StormwearTM',
or blazers made from recycled bottles.
Our newborn range is selling well, standing
us in good stead to build strong relationships
with parents as their children grow. We are
also working to deliver desirable clothing at
the other end of the age spectrum, and will
this year introduce tailoring for boys including
the first ever sixth form suit.
We know there is a strong opportunity for
continued growth across all ages, and we
will not be satisfied until we are back in the
number one position. We will build on
the achievements of the past year by putting
more emphasis on availability and by
improving our ‘Essentials’ range of socks
and underwear, as well as nightwear, footwear
and accessories. Kidswear will increasingly
get more space in-store, and, since we
know time is precious for parents, we will
improve our online offer to ensure access
to the full range.