A new good practice document aimed at helping to guide retailers with stocking childrenswear has been launched in the UK.
The guidelines, drawn-up by the British Retail Consortium and a number of UK retailers, sets out a number of principles that retailers can follow when they are deciding what childrenswear to stock. Advice is included on areas such as designs, fabrics and suitable marketing.
So far, nine UK high street retailers have signed up to the voluntary guide, including George, Debenhams, Home Retail Group (Argos), John Lewis, Next, Marks & Spencer, Peacocks, Sainsbury's and Tesco.
The documents launch was timed to coincide with the release of the Government-commissioned Bailey report into the commercialisation and sexualisation of children, which has also been published today. It has called on parents to be more vocal in speaking out if they feel retailers, advertisers and broadcasters have crossed the line. The review has also urged companies to think carefully about the type of adverts they display in stores.
Jane Hotz, buying director at Peacocks, said: "Peacocks is delighted to be a part of this important retail initiative. We take our responsibilities very seriously in providing an appropriate and wearable children's range that everyone can afford.
"Our customers can be assured that as signatories to the BRC Childrenswear Guidelines we have adopted industry best practice."
Another signatory, supermarket chain Tesco, said it was also pleased to support the initiative. The company already uses teams of mothers to approve new childrenswear lines.
