Marks & Spencer has frozen the price of its school uniform as shoppers continue to struggle with the high cost of living.
As well as holding school uniform prices at the 2021 level, customers will also be eligible for a 20% discount if they purchase early in the back-to-school period. That would allow them to buy, for instance, three polo shirts for £5.60 rather than £7.
The retailer’s latest Family Matters Index showed that the cost of living remains a concern for 81% of families. Some 62% of customers said value for money was their number one shopping priority and YouGov data ranked Marks & Spencer’s school uniform top for value.
M&S kidswear director Alexandra Dimitriu said: “School uniform is an essential purchase for millions of families and now more than ever parents are prioritising value when it comes to making purchasing decisions.
“We believe that a great price shouldn’t come at the expense of great quality and by continuing to protect prices, we’re ensuring affordable school uniform – that also passes the hand-me-down test – is accessible to all families this back-to-school season.”
M&S is also bolstering its kids’ product appeal by introducing complementary third-party brands in store. Its partnerships with accessories retailer Smiggle and kidswear brand Hype now feature in approximately 100 stores.
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