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M&S freezes school uniform prices in kidswear push

M&S freezes price of school uniforms
M&S freezes price of school uniforms
// M&S has vowed to freeze the prices of school uniforms amid the cost-of-living crisis
// The retailer has also launched a 20% off promotion on school uniforms that runs until 25 July as it strives to win custom during the back-to-school season, which is the UK’s third largest shopping event after Christmas and Easter

M&S has vowed to keep the prices of its school uniform static as the cost-of-living crisis rages on.

The retailer said it was committed to protecting value on “the products that matter most” to shoppers.

It has also launched a 20% off back-to-school promotion that runs until 25 July as it strives to win share during the back-to-schoo season, which is the UK’s third busiest shopping event behind Christmas and Easter.

The retailer has been ramping up its kidswear offer to create a one-stop-shop for back-to-school. Last week it revealed shoe retailer Clarks, accessories and clothing retailer Hype and stationery specialist Smiggle would be rolled out across more M&S stores as part of its ‘Brands at M&S’ push.

It had also added Kickers and Jansport to its roster of third-party brands.

READ MORE: Oxford Street ‘falling prey to tacky candy stores’ M&S boss warns

M&S is also putting sustainability high on the agenda in back-to-school. It highlighted that its schoolwear is designed to be durable and “pass the ‘hand-me-down’ quality test”, with design features such as growth-proof hems and adjustable waistbands that ensure products last longer.

In support of its net zero ambitions, M&S also encouraged customers to increase the average number of times a kidswear item is worn. Products have ‘Pass me on’ coat labels, with enough room for three children’s names.

In April, M&S became the the first major high street retailer to partner with peer-to-peer kidswear resale platform Dotte. Consumers re-selling M&S products on dotte will receive a voucher for £5 off a £25 spend at M&S in-store or online.

Head of M&S Kids Alice Duggan said: “Schoolwear is an essential purchase for millions of families and now, more than ever, we want customers to have confidence in the value and quality of our uniform. 

“As the UK market leaders during the back-to-school season, we want to not only protect the prices, but help extend the life of our school ranges through design features and innovations so items can be worn for longer, be passed on to friends and family or even resold on dotte in return for money off at M&S.”

To further help families, the retailer has also launched ‘Sparks Day Out’, offering customers that spend over £35 on clothing and home, including schoolwear, access to discounts of up to 50% at more than 2000 UK family attractions and experiences.

The initiative follows the findings in M&S’ latest Family Matters Report, which showed that whilst cost of living is front of mind as a concern for 82% of UK families, they are determined to make the most of a restriction-free summer. 

Customers spending over £35 in a single transaction on clothing and home in store or online can scan their Sparks app to redeem a 3-month membership to Sparks Days Out for discounts at theme parks, zoos , staycations, cinemas and restaurants.

Sparks Days Out builds on the success of the retailer’s trial Kids Pass partnership last summer, which saw over 90,000 redemptions.

Duggan added: “The launch of our new ‘Sparks Days Out’, combined with our 20% off Our Back-to-School offer, means those shopping early benefit from the promotion and can enjoy more affordable summer days out, thanks to meaningful discounts on an incredible range of UK family attractions.”

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