Primark makes sensory friendly changes to kids’ clothing
Primark is introducing more inclusive and sensory friendly features into its kids’ fashion range to enable more children to feel “comfortable and good” in their clothes.
The changes will be built into its core ranges as it looks to offer clothes that “feel right from the start”.
As a first step, the retailer is eliminating neck labels from the backs of t-shirts, sweatshirts, hoodies and pyjamas. nightwear. The move means that more than 50% of Primark’s kids clothing will now be neck label free, including almost 70% of pyjamas.
The retailer is also adding a range of seamless and flat seam socks to its range.
Subscribe to TRBAnn Marie Cregan, trading director at Primark, explained: “We want all kids to feel great in their clothes, so they can focus on what matters – 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.”
To make it easier for customers to find the products its stores, Primark has introduced ‘Extra Comfort’ signage which includes symbols to show whether the product has no neck label. It is also rolling out a filter on its website for sensory friendly kidswear options.
