Primark is making children's clothing more inclusive by updating designs to address sensory challenges, such as removing labels and seams to ease discomfort for youngsters. The company is standardizing features like printed fabric labels instead of neck labels in its children's clothes.
As part of its commitment to inclusivity in children's wear, Primark is removing neck labels from its children's clothing and nightwear, including T-shirts, sweatshirts, hoodies, and pyjamas. More than 50% of children's clothes are now neck label-free.
"This isn't about creating a new and special range; it's about improving our kids' clothes, thinking about inclusive design from the start and removing or sometimes adding features so that they work harder for more children and families," said Ann Marie Cregan, Primark's trading director, according to FashionUnited. "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 continued.
Primark is introducing seamless and flat-seam socks in its children's line to address discomfort caused by seams in socks. The new designs aim to alleviate this issue and provide comfortable options for children who struggle with seams.
Primark is introducing 'Extra Comfort' signage in stores to help customers identify items such as seamless socks and neck label-free clothing. The 'Extra Comfort' range includes joggers, leggings, sweatshirts, tees, socks, and pyjamas, focusing on delivering maximum comfort. Customers can also find these items when ordering for Click & Collect.
Online, customers can search for 'sensory friendly', which currently brings up 601 items of kids' clothing at Primark. The company is rolling out a 'sensory friendly' filter on its website. Ahead of the back-to-school season, hundreds of Primark's most popular tops and nightwear will come with printed neck labels.
Primark is introducing sensory-friendly shopping hours in 26 stores across the East and West Midlands and North East of Great Britain. For the first hour of opening every Saturday, these stores will have reduced noise, no till sounds, or in-store announcements. Additional assistance is available during these hours, with staff wearing purple vests.
According to FashionUnited, Primark's move builds on its commitment to becoming a more accessible place to shop and work. Earlier this year, Primark launched its adaptive men's and women's fashion range, working with adaptive designer and disability advocate Victoria Jenkins to bring adaptive fashion to the high street.
"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. We want all kids to feel great in their clothes, so they can focus on what matters—being themselves," said Cregan, according to FashionUnited.
These changes come after feedback from parents highlighted neck labels and sock seams as particular problems. "It's a small change, but one that will make a massive difference to the stress levels of many mums and kids," Primark states, according to Netmums.
Currently, more than 50% of Primark's children's clothing, including nearly 70% of pyjamas, are neck label-free, and the company aims to increase this percentage. These changes are being implemented now, aiming to make shopping for back-to-school clothes less stressful this summer.
Written with the help of a news-analysis system.