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Marks & Spencer is cutting the price of children’s clothes as kidswear becomes its next battleground to gain market share.
It hopes to entice more families as part of the turnaround drive that has lifted it from the doldrums.
Under boss Stuart Machin’s revival, it is aiming to poach customers from rivals such as Next and big supermarkets, and has slashed prices by up to 20 per cent on more than 100 products from its ‘everyday essentials’ range.
This includes a £10 hoodie for very young children and £13 tracksuit bottoms for those between six and 16.
Alexandra Dimitriu, kidswear director, said: ‘Customers are looking for trusted value.
Price war: Marks & Spencer bosses are hoping to entice even more family shoppers by cutting the price of children’s clothes
‘When it comes to clothing, we know value is more than just the product’s price – they also want confidence that it is made well and made to last and offers versatility. We’ve focused on investing in the price and quality.’
In August, M&S launched its first ‘baby club’, with discounts of up to £250 per year to lure the young family market.
This offers members of its Sparks loyalty programme discounts to help expectant and new parents.
Brands sold at M&S include Mamas & Papas, Pampers, Piccolo baby food and Bloom & Blossom.
In October, JP Morgan said kidswear was ‘low-hanging fruit’ for the retailer, which has already revived its fortunes with major progress in food and womenswear.
M&S holds 7 per cent of the children’s clothing market while Next has 14 per cent.
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