UK retailer Marks & Spencer (M&S) has announced a new one-year quality guarantee on all children’s clothing, excluding footwear and accessories. The guarantee, which becomes effective from the date of purchase, covers defects in manufacturing and materials but does not include normal wear and tear or accidental damage.
This initiative is part of M&S’s Another Life program, which aligns with the company’s sustainability strategy, Plan A. The program emphasizes circularity through principles of Rewear, Repair, Recycle, and Resale. The Rewear component is designed to assure customers of the durability of their products.
The introduction of this one-year guarantee builds upon M&S’s existing 100-day return policy for back-to-school items, offering a full refund within 365 days for all children’s clothing, including school uniforms. This strategic focus on kidswear aims to expand M&S’s presence within its Fashion, Home & Beauty segment, appealing to family shoppers and seeking to increase market share.
Over the past two years, M&S has improved its value perception in the kidswear category by five percentage points, while still upholding its reputation for quality. Earlier this year, the retailer cut prices on more than 100 products by 20% within its “everyday essentials” kidswear range.
The company also highlights its commitment to responsible sourcing, ensuring that all cotton is sourced sustainably and that over 90% of polyester used is recycled.
Alexandra Dimitriu, M&S kidswear director, said: “At M&S, exceptional quality products are at the heart of everything we do. Quality and durability is in our DNA, and is an important part of our Plan A roadmap as we move toward a more circular economy. In Kidswear, our customers have always trusted us for the hand-me-down quality of our clothing, knowing that every single item they buy, whether it is a jogger, a dress or a piece of school uniform, is exceptional quality and trusted value.”
“With an authoritative lead in quality, we’re going one step further to give our customers the confidence that any item of kids clothing they purchase, is made well, made to last and can be given another life when their children grow out of it. As a mum myself, I know just how important this is.”
