Ahead of the new school year, the high-street retailer is to introduce some special features that could make life easier for most of its shoppers
Primark has announced a major overhaul to its children’s clothing range, which could mean the end of a common shopping dilemma for parents. With most schools now on summer break, the retailer is already preparing for the next academic year’s back-to-school period by “creating clothes that feel right from the start”.
The high street giant is set to introduce more inclusive and considerate elements into its kids’ wear as a standard feature, with the goal of ensuring all children can feel comfortable and confident in what they wear. Initially, Primark will remove neck labels from its range of children’s T-shirts, sweatshirts, hoodies, pyjamas, and nightwear, and will also offer seamless socks.
This change will mean over half of Primark’s children’s range will be without neck labels, including almost 70% of its pyjamas. Primark has committed to further increasing this percentage over time.
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The introduction of the new clothing line comes after Primark received comprehensive feedback from parents and guardians regarding the sensory issues often caused by conventional clothing features. The brand is now focused on overcoming these challenges to make its children’s clothing more adaptable and accessible.
This programme expands upon what they say is the firm’s dedication to becoming a more inclusive destination for shopping and employment, following the launch of its adaptive men’s and women’s clothing collection earlier this year.
Sock seams were also identified as another common source of discomfort. Consequently, Primark is introducing a range of seamless and flat seam socks designed to provide a complete week of comfortable options that are easily accessible.
Ann Marie Cregan, trading director at Primark, explained that the modifications were implemented with children’s interests and wellbeing at heart. She said: “We want all kids to feel great in their clothes, so they can focus on what matters – being themselves.
“This isn’t about creating a new and special range, it’s about improving our kids’ clothes, thinking about inclusive design from the very start and removing or sometimes adding features, so that they work harder for more children and families. We’ve started with removing neck labels and introducing more seamless socks – small changes that we heard from parents could make a big difference.”
She added: “Our kids clothing already represents the best value on the high street and we know how important this is right now. We will continue to listen to parents to understand what more we can do.”
Customers can identify ‘extra comfort’ signage throughout stores, which includes symbols indicating whether items are without neck labels. To further simplify online shopping, the retailer is introducing a filter for ‘sensory friendly’ children’s clothing on the Primark website.
In the UK, this allows those using Click and Collect to easily find these enhanced comfort items, order online and collect in store free of charge, reports Wales Online. Some of the enhanced comfort products include:
- Boys joggers, starting from £3.50
- Kids cosy pyjamas from £6.50
- Kids 100% cotton pyjama sets from £8
- Sweatshirts from £3.50
- Graphic T-shirts from £1.80
- Girls leggings from £1.80
- Seven-pack of seamless socks, £5
- Ten-pack of flat seam socks, £3.50
Primark has begun introducing sensory friendly shopping hours in selected stores across the UK. Currently available in 26 locations across the East and West Midlands and North East, these stores will have reduced noise, no till sounds or in-store announcements for the first hour of opening every Saturday.
Additional assistance is also available in store, with champions easily identifiable in a purple vest. The retailer plans to extend this shopping hour to more UK stores early next year.