Retail giants sign up to consortium’s childrenswear guidelines

New good practice guidance for stores selling children’s clothing has been launched by the British Retail Consortium (BRC) this week, coinciding with the release of the Government-commissioned Bailey review into the commercialisation and sexualisation of children.

Nine retailers belonging to the BRC developed the guidance – Responsible Retailing: BRC Childrenswear Guidelines – and have now signed up to it. The BRC is encouraging other retailers to join them.

The document spells out the principles these retailers follow when deciding what childrenswear to stock. Areas covered include garment styles, fabrics and marketing.

Jane Bevis , British Retail Consortium director of public affairs, said: “These new guidelines provide extra reassurance for parents that these companies are just as concerned as they are about what their children wear.

“Ensuring the childrenswear they sell is appropriate for youngsters of particular ages is something our retailers have been doing for a long time, but out of the public eye.

“No responsible retailer wants to stock items which will upset their customers or that people don’t want to buy. Attitudes and styles are changing all the time and our retailers want to continue their conversations with families about what they’re looking for when they shop for their children.”

Richard Jones, clothing director at Tesco, said: “Fashions and attitudes may change all the time and our clothing, for the youngest to the oldest customer, follows the very latest trends. At the same time, we take our responsibilities seriously and that’s why we have a team of mums to approve each and every children’s clothing line on sale at Tesco.”

The list of signatories to the guidelines includes George at Asda, Debenhams, Home Retail Group (which includes Argos), John Lewis, Next, Marks & Spencer, Peacocks, Sainsbury’s and Tesco.