Children's fashion sees new guidelines

The British Retail Consortium has launched new 'good practice' guidance for retailers which sell children's clothing. The launch coincides with the release of the Government-commissioned Bailey review into the commercialisation

and sexualisation of children.

Responsible Retailing: BRC Childrenswear Guidelines have been developed by nine retailers belonging to the BRC. All nine have signed up to the guidance and 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.

BRC's director of public affairs, Jane Bevis, 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."

She continued: "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. Responsible retailers assess all new products before they go into store, especially products for children. Buyers take into account the styling of clothes, the materials they're made from and how they are decorated. Children's clothing needs to withstand play and provide freedom and modesty as children run or climb. This guidance helps everyone understand the decision-making processes retailers go through."

Carrie Longton, co-founder of Mumsnet, said: "After growing concern from Mumsnetters we launched our 'Let Girls be Girls' campaign to ask retailers to commit not to sell products which play upon, emphasise or exploit children's sexuality. We're delighted that so many retailers joined our campaign and that we've seen some real change on the high street. And now it's great that the industry as a whole, through the British Retail Consortium, has recognised its responsibility and drafted its own guidelines to encourage more responsibility up and down the high street."

The full list of signatories is George, Debenhams, Home Retail Group (Argos), John Lewis, Next, Marks & Spencer, Peacocks, Sainsbury's, and Tesco.

Image: Dior childrenswear