M&S Kids is adjusting the focus of its childrenswear range from “special occasion” to “everyday style” in order to grow market share and broaden its appeal to busy family customers.

The change reflects market shifts across all clothing areas alongside customer insight, with children telling M&S that “being comfy” is their number one clothing requirement.

As part of the change, M&S is removing its sub-brand, Autograph, from kidswear.

Originally introduced in 2007, Autograph has focused on a formal style of product for kids in more premium fabrics. However, sales have been declining over the past few years.

M&S Kidswear is now buying fewer formal party dresses. Suits are available exclusively in bigger stores and online, with the number of options available halved.

Meanwhile, casualwear options have substantially increased, with core products such as T-shirts, sweatshirts and leggings seeing bigger sales. In fact, M&S Kids’ leggings sales have increased 20-fold, with the retailer now selling 25,000 pairs a month.

M&S Kids’ 3-for-2 bundle will now be available year-round supported by its first-ever window marketing campaign.

Key casualwear items will be available for customers year-round in a simple 3-for-2 deal. With the popularity of the deal continuing to grow, M&S is also increasing items in the offer from 60 to nearly 200.

This move has been well received by customers, with kids’ daywear sales up 2.5% in the last quarter and sales for bundle items tripling.

New age breaks

For spring 2020, M&S is also introducing more focused ages breaks within its kids’ clothing. This will allow a more tailored offer for baby, younger kids and older kids.

Previously a dress or joggers might be available from 3 to 16 years. However, product is now clearly split into baby (0 to 3 years); younger (2 to 7 years); and older (6 to 16 years).

Quality retained

Whilst M&S is changing, its focus on quality remains the same, with all items across M&S Kids designed to be “hand me down quality”. Robust testing also ensures customers can wash items at 30 degrees as well as tumble dry them.

Furthermore, the cotton items across M&S Kids are all made from 100% more sustainably sourced cotton. This is a particularly crucial point following feedback from the retailer’s kids’ focus groups confirming children’s growing interest in the world around them.

Commenting on the changes is Jill Stanton, director of kidswear at Mark & Spencer. “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; fantastic fun prints, vibrant colours and the hard-wearing features that make them fit for playtime and fit to last.”