M&S Expands Inclusive Offer with Easy-Dressing Kids’ Range
British retailer Marks & Spencer has released a line of clothing designed for children with disabilities. The Easy Dressing range matches designs from the retailer's main kidswear collection, so every child has the opportunity to dress like their peers.
First launched in August with a range of schoolwear options, the line has now been extended to include clothing suitable for daywear. The designs cater to children with sensory and physical disabilities, featuring soft fabrics and flat-lock seams for comfort, popper and Velcro fastenings for ease, and pockets and extra fabric to accommodate casts and feeding tubes.
In addition, M&S has also used children of mixed abilities to model its Autumn/Winter range in its ad campaign and on-site. As one in 20 kids in the UK have some form of disability, the new collection and ad campaign provide mainstream representation and useful products for members of society whose needs are often ignored (DLF, 2017). The collection is also affordable, with the most expensive item, a coat, costing £36 ($47).
The collection is already garnering a positive response on Twitter - a fitting reminder that as consumers increasingly demand a diverse range of products for all abilities, ages, sizes and races, companies also benefit from catering to these needs.