The kidswear initiative is said to highlight M&S' commitment to providing unwavering value and maintaining competitive pricing on pivotal merchandise for its 32m customers. 

M&S has enacted price reductions of up to 20% on a selection of more than 100 items within its 'everyday essentials' kidswear lineup.  

This pricing strategy is designed to present an initial cost that is both fair and transparent and devoid of any deceptive pricing tactics. 

Prominent items witnessing a price drop include the Cotton Rich Hoodie, now priced at £10 ($12.43), down from £12 for children aged two to six years, and £12, previously £15 for those aged six to 16 years. Similarly, Joggers have seen a decrease to £8 from £10 for the two to six years category and to £10 from £13 for the six to 16 years age group.  

The range has also been enhanced with sweatshirts, leggings, and t-shirts starting from £5.50. 

M&S assures customers that this price recalibration will not result in any dilution of the M&S quality or its stringent sourcing criteria. The retailer remains committed to substantial investments in product design, fit, and fabric quality, transitioning core fibres to more sustainable alternatives. 

The company claims to use cotton procured through Better Cotton initiatives or certified as organic or recycled for M&S apparel. 

The 'everyday essentials' collection has undergone improvements with new supersoft brushed fabrics that augment comfort while adopting fewer prints and more refined graphics. 

M&S said that its kidswear is crafted with durability in mind, ensuring that garments are suitable for handing down or can be recycled through the M&S Plan A 'Another life' clothes recycling scheme.  

This initiative is part of a broader effort by M&S to foster a more circular economy and aligns with its Plan A roadmap targeting net-zero emissions. 

M&S Kidswear director Alexandra Dimitriu said: “Now more than ever, customers are looking for trusted value. 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. As more families choose to shop with us, we’ve focused on investing in the price and quality of our kidswear to ensure our customers get the first price, right price.” 

In October M&S became the leading apparel retailer in the UK for 2024, outpacing Primark by emphasising timeless styles and offering value.