Marks and Spencer 2008 Annual Report Download - page 17

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marksandspencer.com/annualreport08 MARKS AND SPENCER GROUP PLC 15
Kidswear
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 (see across).
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.
Top of the class
for innovation
At M&S, quality and
innovation go hand-in-hand.
We believe it’s important to
offer our customers things
they simply can’t get from a
supermarket. For example:
All of our school blazers are
now made from recycled
polyester – consistent with
our Plan A credentials.
We’ve introduced iPod
blazers and coats, a must-
have for young music-lovers.
Parents can text us their
child’s details and we’ll send
personalised name-tags
ready to use.
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.
About us
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