Primark makes huge new changes to kids' clothing after parent feedback – and opening hours are also set for a shake up
The budget retailer loved by Brits has said it will make its clothing line more inclusive.
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The clothing store has had feedback from parents and carers that kids struggling with sensory issues find neck tags particularly uncomfortable, so have launched a new range which gets rid of them.
The changes will be made in core clothing lines so children can feel more comfortable.
As a first step, the retailer will move away from neck labels across its kids clothing and nightwear as well as introducing seamless sock options.
Across its kids ranges, Primark is removing neck labels from the backs of t-shirts, sweatshirts, hoodies and pyjamas.
Ahead of the back-to-school season, hundreds of its most popular tops and nightwear options will now come with printed neck labels.
This means more than 50% of Primark's kids' clothing will now be neck label free, including almost 70% of pyjamas, with an ambition to keep increasing this further.
Seams in socks were also identified as another common source of discomfort in feedback to the retailer.
In response, Primark has introduced a range of seamless and flat seamed socks.
Speaking on the changes, Ann Marie Cregan, Trading Director at Primark, said: 'We want all kids to feel great in their clothes, so they can focus on what matters - being themselves.
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"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 spot the new collection in stores, customers should look for the 'Extra Comfort' signage in store which includes symbols to show whether the product has no neck label.
For those buying online, the retailer is rolling out a filter for 'sensory friendly' kidswear options.
Some of the extra comfort items include:
Boys joggers, starting from £3.50
Kids cosy PJ from £6.50
Kids 100% cotton PJ sets from £8
Sweatshirts from £3.50
Graphic tees from £1.80
Girls leggings from £1.80
7-pack seamless socks - £5
10-pack flat seam socks - £3.50
And that's not the only new initiative Primark is rolling out.
It has also begun sensory-friendly shopping hours in selected stores across Britain.
Now in 26 locations across the East and West Midlands and North East, stores will operate with reduced noise, no till sounds or in-store announcements for the first hour of opening every Saturday.
There will also be additional assistance available in store, with champions easy to spot in a purple vest.
The retailer aims to roll out the shopping hour to further stores in the UK early next year.
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