Fashion giant Primark has announced some product changes to help address sensory challenges some children and their parents face with clothing.

Primark moves to make its kids clothing more inclusive (1)

Source: Primark

Primark moves to make its kids clothing more inclusive

The retailer said it is aiming to bring “more inclusive and considered features into its kidswear as standard” so that children feel “more comfortable and good in their clothes”.

Primark said that it has removed neck labels from 50% of its kids clothing and introduce a range of “seamless socks for kids” following feedback from parents.

It also represents another step for the retailer to becoming a more “accessible place to shop and work,” following Primark’s launch of adaptive men’s and women’s fashion ranges earlier in the year.

The new ‘Extra Comfort’ kidswear range will be flagged with new signage in stores, which will include symbols to show whether the product has a neck label or not. The retailer is also rolling out a filter on its website for ‘sensory friendly’ kidswear options for shoppers using the retailer’s click-and-collect service.

Primark trading director Ann Marie Cregan said: “We want all kids to feel great in their clothes, so they can focus on what matters â€“ 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. 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.”

Primark has also begun rolling out sensory friendly shopping hours in selected stores across Great Britain, which is now available in 26 stores across the East and West Midlands and North East.

The stores operate with reduced noise, no till sounds or in-store announces for the first hour of opening every Sunday. Primark aims to roll this shopping hour to further UK stores in the early part of next year.

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