Kidswear Timeline
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M&S: Kidswear From Newborns to Young Adults: How M&S has dressed generations of kids 1920s The 1920s saw the introduction of childrenswear, first mentioned in our Weekly Bulletin for staff in 1930s 1927. We offered free knitting patterns for our customers as well as selling ready made outfits. Free Knitting Pattern, 1930s 1930s We opened lots of new ‘Super Stores’, accompanied by a nationwide newspaper advertising campaign featuring the slogan ‘The Family Store’. Newspaper advert for Kirkcaldy store, 1938 1930s Childrenswear was often promoted as part of our store window displays to showcase the quality, style and range of childrenswear available. ‘Nursery Shoes’ window display, 1930s ‘Our Children’s Frocks’ window display, 1930s 1932 St Michael Childrenswear was advertised in our new customer magazine to inform parents of the availability of children’s ranges. Marks and Spencer Magazine, Christmas 1932 Marks and Spencer Magazine, Christmas 1932 1930s-1940s Childrenswear. was displayed in store by type, e.g. all girls’ dresses were arranged together. Store Display of Dresses, c1936-1941 1941-1945 Childrenswear continued to be sold throughout the Second World War. Our technologists helped develop Utility clothing standards, a set of rules for dressmakers under the Civilian Clothing Act of 1941, to ensure garment quality remained high and fabric wasn’t wasted. We were able to produce a range of Utility clothing that was not only functional and hardwearing but stylish. Utility Clothing labels 1946 After the war, the primary concern of our technologists was to develop new fabrics to help make good design available to everyone. A new textile laboratory opened to explore nylons, plastics and other synthetic materials, resulting in man- made fabrics that were easy-wash, easy-care and fade-resistant. M&S Technology Laboratory, c1950 1950s Post war, we carried lessons learned forward, focusing on quality-tested products, made with crease resistant fabrics and colour fast technology. These St Michael ‘juvenile fashions’ are advertised as ‘practical and gay.’ Store Display of Juvenile Dresses, 1950s 1950s All our products carried a swing tag that highlighted their unique quality credentials. This casual wear corduroy boyswear was labelled as ‘showerproof, fast colour and fully lined.’ Swing Tag, c1950s 1950s One of our biggest sellers throughout the 1950s was girls’ dresses. Inspired by Christian Dior’s ‘New Look’ style with nipped in waists and full gathered skirts, this on-trend design was sold in various designs and colourways. Edinburgh Store Display of Dresses, 1950s St Michael News, Apr 1957 1954 In February, clothing for children was the focus of a special edition of our staff magazine. We label ourselves ‘playwear pioneers’, offering the biggest share of playwear on the market. We advertise our new styles including smocking on our girls’ dresses. St Michael News, Feb 1954 T74/12, c1955 1954 In April, footwear for children is the focus of a children’s footwear special in our staff magazine. We also advertise children’s underwear, including interlock knickers and ‘pantees’ without the elastic being stitched down. This meant broken elastic could be replaced with no fuss. St Michael News, Apr 1954 1958 In our first colour advert, we promoted the company as a fashion brand with a four page spread of specially commissioned photography in ‘Woman’ magazine, which included girls' dresses. M&S Colour Supplement in ‘Woman’ Magazine, May 1958 1960 We introduced new underwear styles for girls. Nylon slips with stiff paper taffeta frills to achieve a full skirt were available for ages 5-16. St Michael News, May 1960 1960 For the first time we now offered a full range of childrenswear clothing in every store. We also start trialling Bri-lon jumpers and cardigans. 1960 In February, new sizing by age meant M&S clothing could fit 7 out of 10 children perfectly. Our staff magazine reported: ‘Mum no longer has to remember a lot of size markings for different St Michael News, Apr 1960 types of children’s clothing, now she just needs to go by ages.’ St Michael News Supplement, 1960 1962 We advertised a new and improved fit for Gabardines, which were a popular option for children’s coats. The new coats had easier fitting across the chest and shoulders, more capacious pockets, stronger belt loops, a special finish to the hem to avoid shine when the fabric is pressed, and a stronger hanger insertion at the neck. Girl’s gabardine coats could now be bought with a matching detachable hood. St Michael News, Dec 1962 Early 1960s Childrenswear was featured in cinema adverts as part of a wider advertising campaign designed to draw attention to ‘wonder fabrics’ like Acrilan, Orlon and nylon which were easy-care and easy-wear. The childrenswear advert ‘What is a Child?’ stated ‘a child comes in one hundred shapes and sizes, St Michael Orlon fits them all.’ ‘What is a Child?’cinema advert, c1965 Orlon jumper, T77/26, c1960s 1963 ‘Acrilan’ was featured in St Michael News and appears in cinema ads promoting clothing for all the family. St Michael News, 1963 1960s-1970s An emerging teen market resulted in ranges ‘Junior Miss’ and ‘Young St Michael’ and later ‘Miss Michelle,’ being established. These were completely separate ranges to childrenswear, 'designed to suit the tastes and figures of the in-betweens’. St Michael News, 1970s 1970 We circulated a children's clothing supplement for school and leisure wear, including illustrations of the new products being sold in modern fabrics and styles such as pointed collars on shirts and flared trousers. Fashion Supplement, Jul 1970 Marketing leaflet, 1977 1971 Our childrenswear was marketed as ‘Trendy, colourful, hard-wearing and easy-care – kids love ‘em’. St Michael News, Mar 1971 1973 We highlighted our easy-care versatile ranges, with mix and match trousers, skirts and jackets in brushed denim, cotton and Crimplene. St Michael News, Mar 1973 St Michael News, Apr/May 1973 1973 Embroidered motifs made without embroidery was our new scientific advance. The motifs were welded rather than stitched on and could be found on children’s beachwear and girl’s dresses. 1973 In November, a new foot measure was introduced in children’s footwear. The device was promoted as the ‘only one of its kind in the world.’ St Michael News, Nov 1973 1979 In Spring, we launched Babywear as a separate department with the range going up to 18 months. By Autumn, the range focused on playwear and sleepsuits in warmer materials like velour and towelling. Practicalities like machine washability became the prime focus. St Michael News, Nov 1979 1979 To make sure our childrenswear could withstand the roughest of wearing, it underwent rigorous testing which resulted in: very hard wearing materials, seams that don’t split easily, stay-put buttons, non-rusting buckles, permanent pleats and machine washable items. St Michael News, Feb 1976 St Michael News, 1987 1970s-1980s Clothing and accessories with much loved children’s characters were a firm favourite among youngsters. Characters such as Paddington Bear, Mickey Mouse and Winnie the Pooh began to appear across St Michael News, Jan childrenswear and babywear. 1987 1980s The sports trend was a major theme in clothing ranges throughout the 1980s, including joggers and shell-suits, all in keeping with the fitness trend. St Michael News, Jun 1984 T88/6, 1984 1980 In February, we centralised our childrenswear. bringing it together into one department. Previously split across men’s and women’s sections, the new childrenswear department also included babywear. St Michael News, Feb 1980 1983 Coordination was a key theme in Spring with mix ‘n’ match colours and fabrics specially selected so that tops and bottoms could team up together. St Michael News, Mar 1983 1984 We began to display childrenswear by age group. St Michael News, Apr 1985 1985 In April, we opened our first separate satellite store for kidswear in York with a 5,000 square foot store dedicated to childrenswear, toys, books and nursery York Coppergate Store, Apr 1985 P1/1/325/12 furniture. 1986 In the Autumn, we launched a new look for older girls, with a ‘fashion conscious’ range of casual clothes. The range included skinny leggings, straight skirts, polo neck jumpers and sweatshirts. Older boyswear was also updated for the fashion conscious teen with key pieces such as styled knitwear, casual jackets and shirts. St Michael News, Aug 1986 1986 We launched our first range of children’s ski-wear including all-in-one suits, a jacket with zip out sleeves and salopettes. Matching accessories included boots, hats, goggles and coordinating knitwear. St Michael News, Sep 1986 1987 We launched our first ever washable garments with holograms produced St Michael News, May 1989 using laser light. Designs included animals and space scenes. M&S’s 1989 Senior Technologist described it as a As part of our Summer range we ‘fashion first’. included machine washable canvas pumps in both toddler and older ranges. 1991 Our St Michael News magazine reported: ‘A lot of work goes into the comfort and fit of every garment. Selectors and technologists carry out regular fit sessions with children in schools and extensive wearer trials’ to ensure that garments are comfortable to wear and safe. St Michael News, Sep 1991 1992 We introduced 100% cotton nightwear with a special flame retardant finish that makes it safe and comfortable. We also introduced four ‘teen bras’ which offer light support in sizes 30AA to 36B. St Michael News, Jul/Aug 1992 1994 The nineties showed a trend towards a casual layered look with relaxed-fitting separates that could be layered together. M&S responded so that children could be on trend with double denim and loose fitting shirts.