M&S: Kidswear Timeline, Schemes and Mind Maps of Marketing

Download M&S: Kidswear Timeline and more Schemes and Mind Maps Marketing in PDF only on Docsity! 1920s The 1920s saw the introduction of childrenswear, first mentioned in our Weekly Bulletin for staff in 1927. Free Knitting Pattern, 1930s 1930s We offered free knitting patterns for our customers as well as selling ready made outfits. ‘Our Children’s Frocks’ window display, 1930s M&S: Kidswear From Newborns to Young Adults: How M&S has dressed generations of kids Childrenswear was often promoted as part of our store window displays to showcase the quality, style and range of childrenswear available. ‘Nursery Shoes’ window display, 1930s We opened lots of new ‘Super Stores’, accompanied by a nationwide newspaper advertising campaign featuring the slogan ‘The Family Store’. Newspaper advert for Kirkcaldy store, 1938 1930s 1930s 1932 St Michael Childrenswear was advertised in our new customer magazine to inform parents of the availability of children’s ranges. Marks and Spencer Magazine, Christmas 1932 1930s-1940s .Childrenswear was displayed in store by type, e.g. all girls’ dresses were arranged together. Store Display of Dresses, c1936-1941 1941-1945 Childrenswear continued to be sold throughout the Second World War. Our technologists helped develop Utility clothing standards, a set of rules for dressmakers under the Civilian Clothing Act of 1941, to ensure garment quality remained high and fabric wasn’t wasted. We were able to produce a range of Utility clothing that was not only functional and hardwearing but stylish. Utility Clothing labels Marks and Spencer Magazine, Christmas 1932 In April, footwear for children is the focus of a children’s footwear special in our staff magazine. We also advertise children’s underwear, including interlock knickers and ‘pantees’ without the elastic being stitched down. This meant broken elastic could be replaced with no fuss. St Michael News, Apr 1954 In our first colour advert, we promoted the company as a fashion brand with a four page spread of specially commissioned photography in ‘Woman’ magazine, which included girls' dresses. 1958 M&S Colour Supplement in ‘Woman’ Magazine, May 1958 St Michael News, May 1960 1960 We introduced new underwear styles for girls. Nylon slips with stiff paper taffeta frills to achieve a full skirt were available for ages 5-16. 1954 For the first time we now offered a full range of childrenswear clothing in every store. We also start trialling Bri-lon jumpers and cardigans. St Michael News, Apr 1960 1960 St Michael News Supplement, 1960 In February, new sizing by age meant M&S clothing could fit 7 out of 10 children perfectly. Our staff magazine reported: ‘Mum no longer has to remember a lot of size markings for different types of children’s clothing, now she just needs to go by ages.’ We advertised a new and improved fit for Gabardines, which were a popular option for children’s coats. The new coats had easier fitting across the chest and shoulders, more capacious pockets, stronger belt loops, a special finish to the hem to avoid shine when the fabric is pressed, and a stronger hanger insertion at the neck. Girl’s gabardine coats could now be bought with a matching detachable hood. 1962 St Michael News, Dec 1962 1960 Childrenswear was featured in cinema adverts as part of a wider advertising campaign designed to draw attention to ‘wonder fabrics’ like Acrilan, Orlon and nylon which were easy-care and easy-wear. The childrenswear advert ‘What is a Child?’ stated ‘a child comes in one hundred shapes and sizes, St Michael Orlon fits them all.’ ‘What is a Child?’cinema advert, c1965 Early 1960s St Michael News, 1963 ‘Acrilan’ was featured in St Michael News and appears in cinema ads promoting clothing for all the family. Orlon jumper, T77/26, c1960s 1963 The sports trend was a major theme in clothing ranges throughout the 1980s, including joggers and shell-suits, all in keeping with the fitness trend. T88/6, 1984 1980s St Michael News, Feb 1976 Clothing and accessories with much loved children’s characters were a firm favourite among youngsters. Characters such as Paddington Bear, Mickey Mouse and Winnie the Pooh began to appear across childrenswear and babywear. 1970s-1980s St Michael News, 1987 St Michael News, Jun 1984 St Michael News, Jan 1987 To make sure our childrenswear could withstand the roughest of wearing, it underwent rigorous testing which resulted in: very hard wearing materials, seams that don’t split easily, stay-put buttons, non-rusting buckles, permanent pleats and machine washable items. 1979 St Michael News, Apr 1985 1980 Coordination was a key theme in Spring with mix ‘n’ match colours and fabrics specially selected so that tops and bottoms could team up together. 1985 In April, we opened our first separate satellite store for kidswear in York with a 5,000 square foot store dedicated to childrenswear, toys, books and nursery furniture. St Michael News, Mar 1983 1983 York Coppergate Store, Apr 1985 P1/1/325/12 St Michael News, Feb 1980 In February, we centralised our childrenswear. bringing it together into one department. Previously split across men’s and women’s sections, the new childrenswear department also included babywear. 1984 We began to display childrenswear by age group. 1986 In the Autumn, we launched a new look for older girls, with a ‘fashion conscious’ range of casual clothes. The range included skinny leggings, straight skirts, polo neck jumpers and sweatshirts. Older boyswear was also updated for the fashion conscious teen with key pieces such as styled knitwear, casual jackets and shirts. St Michael News, Aug 1986 We launched our first range of children’s ski-wear including all-in-one suits, a jacket with zip out sleeves and salopettes. Matching accessories included boots, hats, goggles and coordinating knitwear. St Michael News, May 1989 As part of our Summer range we included machine washable canvas pumps in both toddler and older ranges. 1989 St Michael News, Sep 1986 We launched our first ever washable garments with holograms produced using laser light. Designs included animals and space scenes. M&S’s Senior Technologist described it as a ‘fashion first’. 1987 1986 1999 A revolutionary new range was introduced for children with skin complaints. It was developed with the full support of the National Eczema Society and the Great Ormond Street Hospital. With soft smooth fabric developed using antibacterial yarn and flat seams with super soft threads, the Chitopoly range is designed to minimise irritation and to ensure comfort. Press Release, Jul 1999 2002 David Beckham worked with M&S to create the ‘DB07’ range, named after the ‘7’ shirt he famously wore for Manchester United and England. Marketing Campaign with David Beckham, 2003 2003 In March, we launch ‘Angel’, our first bra range for youngsters to sit inside our Lingerie department. Designed to be ‘fashionable, fun and functional with non wired bras and knickers’ this range included everyday, sports and multiway lines. Angel Range, 2014 Angel Press Pack Cover, 2003 We became the first major UK retailer to sell organic Fairtrade cotton clothing, including childrenswear, as sustainability became a top priority in the way our business functions. 2006 T88/7,2006 Marketing, Dec 2005 2005 In the run up to Christmas a larger range of character costumes were available including Alice in Wonderland and reindeer onesies in babywear. We began to introduce a larger range of Halloween costumes. Babywear was also included with little devils and tiny pumpkins. Availability went from online only into stores as demand increased. Marketing, Oct 2005 Marketing, Oct 2006 Marketing, Dec 2005 2005 We developed a line of fashion exclusively designed for our customers in the Middle East for Ramandan and Eid celebrations. The range included special occasion outfits and accessories. This was followed up in our UK stores. M&S Website, 2020 We linked our girlswear in with womenswear and our boyswear in with menswear – leading to fashionable ‘Mini Me’ outfits, with carefully chosen details and trends, appropriate for the age group. ‘Autograph’ for children was introduced as a response to a gap in the market for high- end childrenswear. This range was designed with both smart-casual clothing and something extra special in mind for special occasions. As part of the Bridalwear range we launched special occasion floral girls’ dresses as well as boys’ full suited outfits. This was extended to offer a range suitable for First Holy Communions. T88/26, 2010 Marketing, Spring 2007 Girls’ Jumpsuit, 2019, ACC/19/002(7) 2007 2007 2007