M&S are really proud of their innovation in Kidswear that has followed on from a campaign where they asked children to tell them what their dream uniform would be.
They had an overwhelming response from parents asking for a school uniform that was designed to help children with a multitude of sensory and physical needs. This customer insight was the key inspiration behind the new Easy Dressing range.
"Our research revealed that it costs approximately three times as much money to raise a child with a disability compared to a child without impairments. Speciality clothing and equipment can be a huge expense for parents and our customers were telling us they wanted to be able to buy great value schoolwear at M&S that fulfilled their children’s more specific needs – they wanted something both affordable and accessible."
"Working with The National Autistic Society gave us a better understanding of sensory sensitivities and what the most common issues were. We worked with Helen Alison School, an autistic school in Kent and spent time with the children, observing how they interacted with the clothes, looking at where they had issues with internals and trims, and listening to the challenges they face when getting dressed in the morning or after P.E."
The M&S team then set about developing a range that both ...
- addressed as many of these needs
- but was also manageable in production.
"We visited the Helen Allison School again with the first samples and to get valuable feedback from the children, teachers and parents. We received some good constructive feedback and the overall response was really positive."
10% of the sales will go to The National Autistic Society to support the great work they do.
"It’s been fantastic to work with The National Autistic Society on this range, their passion to help people understand autism is inspiring and as a team we’ve learnt so much from this experience. Whether autistic, physically disabled or with no special needs at all we really hope these simple changes to our school uniform will help getting dressed easier for children."
Click here to shop the range.