In an effort to expand its pricing strategy beyond other categories, such as food, British department store Marks & Spencer has announced price reductions of up to 20% on more than 100 items in its “everyday essentials” kidswear line.
The company stated in a press release that the price cut will not affect quality or its ‘high sourcing standards’ because it will keep making investments in product fit, style, and materials, ‘replacing core fibres with preferred alternatives.’
Speaking about the price cut, Alexandra Dimitriu, director of kidswear for clothes and home, stated that consumers are searching for reliable value more than before. When it comes to apparel, value extends beyond price; buyers also want assurance that the item is well-made, long-lasting, and versatile.
As more families decide to buy at M&S, the emphasis is on making investments in the cost and calibre of children’s clothing to guarantee that consumers receive the best deal possible, she adds.
