What: M&S cuts prices by up to 20% on over 100 kidswear essentials while maintaining quality standards, as part of its broader strategy to attract family shoppers.

Why it is important: This move shows how traditional retailers are adapting their pricing strategies to meet changing consumer demands while protecting their brand equity through quality commitments, especially as kidswear is a challenged category in department stores.

Marks & Spencer has announced significant price reductions across its 'everyday essentials' Kidswear range, cutting prices by up to 20% on over 100 products. Key items affected include Cotton Rich Hoodies, Joggers, Sweatshirts, Leggings, and T-Shirts, with prices now starting from £5.50. The retailer emphasizes that these price reductions will not compromise its established quality standards or sourcing practices. This initiative comes as part of M&S's broader commitment to delivering trusted value across its product range for its 32 million customers. The timing is particularly significant given the company's recent trading performance, which showed total group sales increasing by 5.6% to £4.064 billion, though Clothing, Home & Beauty saw more modest growth at 1%, with like-for-like sales rising 1.9%.

IADS Notes: M&S's decision to reduce kidswear prices by up to 20% on over 100 everyday essentials products represents part of a comprehensive value strategy that has evolved throughout the year. This approach was evidenced in August 2024 with the launch of "The Parent Hood," a baby club for Sparks loyalty members that offered personalized savings across multiple categories. The strategy has proven successful, as demonstrated by November 2024 data showing increased customer spending, particularly when value initiatives were combined with strategic brand positioning. This was further reinforced in January 2024 when M&S extended its price lock campaign on essential items, demonstrating a consistent commitment to delivering value while maintaining quality standards across different product categories.

M&S cuts kidswear prices to attract more family shoppers