Marks and Spencer 2009 Annual Report Download - page 35

Brand clarity
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.
Quality and style
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.
Value
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.
M&S for all ages
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.
Looking ahead
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.
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Kidswear value market share
5.4%
+0.6% pts
Kidswear volume market share
5.9%
+0.7% pts
125 YEARS OF TRUST
Below: Growing up green As part of our Plan A
commitment we have expanded our offer to include
Fairtrade organic babygrows. This year we will
deliver an entire school uniform made out of
recycled materials.
125 YEARS OF SERVICE
Below: Cross-shopping We’re making progress
in encouraging customers to not only shop within,
but across departments, with parents now also
buying toys, books and baby furniture. The success
of our schoolwear has also encouraged parents to
shop our ‘Everyday Casualwear’ section.
Kidswear: Last year we set out our long-term goal to win back
our market leading position in kidswear. In a tough economic
climate we have grown our market share to 5.4% by value, up
0.6%pts, and to 5.9% by volume, up 0.7%pts, putting us fourth
in the market overall, the highest level in seven years. When it
comes to children – we are confident that we are reclaiming our
position as the destination store for style, quality and value.
125 YEARS OF QUALITY
Below: Kids with character Character clothing
such as ‘Thomas the Tank Engine’ continues to be
a best-seller in kidswear. In the year ahead we will
expand our range to coincide with new films,
introducing ‘Hello Kitty’, ‘Ben 10’ and ‘Transformers’.
BRAND FOCUS: KIDSWEAR
EVERYDAY CASUALWEAR SIMPLE BASICS
AUTOGRAPH SPECIAL PIECES
LIMITED CASUAL AND STYLISH