In September 2018, M&S launched its Easy Dressing range for children with physical disabilities aiming at children with special needs. It was said to be the first high street store to come up with a range like it, the range is designed to make getting dressed less stressful for children their parents. The clothing is made with extra space for casts as well as ones with discreet pockets for feeding tubes. The clothing is made using the softest materials with as few seams as possible and hidden care labels so that it won’t irritate the skin. Marks and Spencers got a special doctor who specialises in special needs to help develop the clothing so it really was fit for purpose. The range will benefit so many people as it is reasonably priced ranging from 3 pounds for a baby’s bodysuit to 36 pounds for a children’s winter coat, these prices are the same as there other children’s range which really does make it accessible for all. I have attached some of the campaign images and website images below.
The range currently caters to children from Newborn to age 16, but hopefully, due to the success of the range, M&S will continue to grow not only the products but the age also. I do think that M&S could have done more for the branding there were no posters or advertising for this brand so if you wernt looking for it you wouldnt of found it, but after looking on M&S’s Facebook page to see what kind of reception this range got I was happy to see that the post revealing the range had over 24,701 shares and 34 thousand comments from parents praising the range this shows just how needed a range like this one and Tommy Hilfiger really is! Again I love the concept of this range is, clothing that is adaptive for disabled people is really needed just like it is for the elderly, I’m happy to see that some really big and well-respected brands have contributed to this cause as it is really needed in the world, I just wish more brands would do the same.