Home / Knowledge / News / Apparel/Garments / M&S kidswear shifts focus to everyday style products

M&S kidswear shifts focus to everyday style products

06
Feb '20
Pic: Mark & Spencer
Pic: Mark & Spencer
M&S, UK’s leading clothing retailer, is changing its kidswear product range to become a little less ‘special occasion’ and more ‘everyday style’, as part of the retailer’s plan to broaden its appeal to busy family customers and grow market share in kidswear. The change is rooted in market shifts across all clothing areas and customer insight.

As part of the change, M&S has now removed its sub-brand Autograph from kidswear. Originally introduced in 2007, Autograph in kids has focused on a more formal style of product in more premium fabrics – with sales declining over the past few years. M&S kidswear is now buying fewer formal party dresses and suits are available exclusively in bigger stores and online, with the amount of options available halved.

Alongside this, casualwear options have substantially increased, with core products such as tees, sweatshirts and leggings backed with bigger buys and bought with confidence. M&S Kids’ leggings sales have increased 20-fold, with the retailer now selling 25,000 pairs a month, the company said in a media statement.

These key casualwear items are now available for customers year-round in a simple 3-for-2 deal – offering exceptional value. The mechanic means a customer can purchase three £6 cotton dresses for just £12 (£4 each) – fastening free and easy to pull on so younger kids can dress themselves, they come in a great mix of vibrant prints and block colours (with spots and unicorns as the bestsellers) - giving them broad family appeal. The popularity of the 3-for-2 deal continues to grow and M&S has now increased items in the offer from 60 to nearly 200 – products start from as little as £2.50 for cotton leggings with stretch. This has been well received by customers with kids’ daywear sales up 2.5 per cent in the last quarter and sales for items in the bundle tripling. The 3-for-2 mechanic is also easy to shop on mobile with clear customer signage – crucial as 74 per cent of kidswear searches on the M&S website now come from mobile which is higher than any other area of M&S Clothing.

For Spring 2020, M&S has also introduced more focussed age’s breaks into its kids’ clothing allowing a more tailored offer for baby, younger kids and older kids. Whereas previously a dress or joggers might be available from 3 – 16 years, product is now clearly split into baby (0-3 years), younger (2 – 7 years) and older (6 – 16 year). The new age break décor and imagery features more colourful signage and new photography that’s more fun and more stylish than ever before.

“M&S Kids is changing to broaden its appeal to more family shoppers. We know we have parents shopping schoolwear, with 1 in 4 kids wearing an M&S uniform, but our wider kids offer has been a bit too formal and not for everyday fun. Our new range is about being more playful - with fantastic fun prints, vibrant colours and the hard-wearing features that make them fit for play time and fit to last. Customers have been noticing the unbeatable value of the 3-for-2, but more importantly that it’s still the same M&S quality they know and love,” Jill Stanton, director of kidswear at M&S said.

Fibre2Fashion News Desk (GK)


Must ReadView All

Pic: Shutterstock

Textiles | On 23rd Sep 2021

Global economic recovery continues but remains uneven: OECD

The global economy is growing far more strongly than anticipated a...

Pic: Shutterstock

Textiles | On 23rd Sep 2021

President Biden plays down probability of US-UK trade deal

US President Joe Biden has played down the chances of a post-Brexit...

Pic: Shutterstock

Textiles | On 23rd Sep 2021

ADB revises down Cambodia’s growth forecast, sees rebound in 2022

Cambodia’s economy is projected to grow by 1.9 per cent this year...

Interviews View All

Textile Industry, Head honchos

Textile Industry
Head honchos

Blockchain is not a silver bullet for each and every problem in supply...

Textile Industry, Head honchos

Textile Industry
Head honchos

Extension of RoSCTL to boost textile exports

Florian Heubrandner, Lenzing AG

Florian Heubrandner
Lenzing AG

Sustainable and eco-friendly fibres remain in the minority

Sanjay Jhunjhunwalla,

Sanjay Jhunjhunwalla

In the financial hub of eastern India, Kolkata, a humble production...

Ritu Oberoi,

Ritu Oberoi

Mumbai-based Forsarees is a socially driven business enterprise, working...

Chendhuran Sundar,

Chendhuran Sundar

It manufactures and retails menswear garments in India under the brand...

Kevin Young & Tom Lucas, Web Industries

Kevin Young & Tom Lucas
Web Industries

Web Industries is a precision formatter of nonwoven materials used in baby ...

Dr. Sean Blamires, Evolution and Ecology Research Centre

Dr. Sean Blamires
Evolution and Ecology Research Centre

Using spider silk for clothing may not seem to be an attractive...

Wolfgang Plasser, Lenzing AG

Wolfgang Plasser
Lenzing AG

The Lenzing Group is an international company headquartered in Austria...

Reynu Taandon, Label Reynu Taandon + Nikhita

Reynu Taandon
Label Reynu Taandon + Nikhita

Renowned womenswear designer <b>Reynu Taandon </b>has been serving the...

Aprajita Toor, Aprajita Toor

Aprajita Toor
Aprajita Toor

The creations by <b>Aprajita Toor</b> were born out of a deep desire to...

Abhishek Bajaj & Samiksha Bajaj, Samshek

Abhishek Bajaj & Samiksha Bajaj
Samshek

Samshek is a fashion forward tech brand which combines digital experience...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


September 2021

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Advanced Search