M&S survey reveals insights into back-to-school uniform challenges and how to solve them

As families get ready for the new school year, Marks & Spencer has conducted a survey to explore the real-life challenges and priorities parents face when purchasing school uniforms and has offered solutions for parents when buying school uniform.

Frequency of uniform purchases

The survey found that 41% of parents purchase new pieces of school uniform twice a year, with shoes (53%), skirts or trousers (32%) and shirts (30%) being the most frequently replaced items, with 57% of parents buying new uniform due to wear and tear. 

Interestingly, ages 9-12-year-olds uniform is the most frequently replaced uniform, and the need for new shirts increases to 40% for children aged between 13 – 18 years old. Outgrowing clothes remains the top reason for purchasing new uniforms, cited by 61% of parents. 

Across the new M&S Back to School range, you’ll find innovative design features that grow with children, from growth proof hems and adjustable waistbands to parent-friendly innovations such as our clever StayNew™ technology that reduces bobbling and colour loss, keeping them looking smarter for longer allowing a solution for parents wear and tear problems, and growth spurts.

Challenges in maintaining school uniforms

Stains are a persistent challenge for parents, with 22% reporting that they have to remove stains from uniforms once a week. A smaller but notable 12% of parents face this task daily, particularly among parents of younger children (aged 5-8). The types of stains most commonly encountered include pen marks (58%), food stains (53%), and grass stains (33%).

Designed to be durable and pass the ‘hand-me-down’ quality test, the M&S school uniform range promises long-lasting quality at trusted value with a 100-day guarantee.*. With repellent finishes for added durability, crease-resistant fabrics and scuff-resistant shoes, tried and trusted uniforms will let kids enjoy work and play from registration until home time. 

Alexandra Dimitriu, Kidswear Director at M&S, commented on the new Back-to-School range for this year: “As the UK market leaders during the Back-to-School season, trusted value, hand-me-down quality and exceptional service sit at the heart of what we offer. This year, we’ve done everything we can to bring this to life for families, especially our hold on prices to investment in school uniform advisors, no matter how, when and where our customers are shopping, we’re making the Back-to-School shop as seamless as possible.” 

In response of the survey Sharon Shokar, M&S Kidswear Expert and Senior Technologist, shares her top tips for tackling those stubborn stains, ensuring that school uniforms remain in top condition throughout the school year.

• “To remove a sticky food stain, first spray the affected area with some plain water to dissolve the sugars. After this, use a spoon to remove any of the remaining sticky stain and follow up with white wine vinegar and work it into the fibres. Finish with washing as you normally would. Be especially careful when using vinegar as it can lighten the treatment area so always test in a hidden spot first. If you’re treating a uniform dress or jumper, take extra care to read the care labels.”  
• “If your little one has got over excited when consuming chocolate treats and got sticky fingers on their uniform, blot away any excess chocolate on their clothes with a clean cloth and make a paste of baking soda and water. Apply this to the stain and let it soak for 15 minutes. Rinse the paste off with cold water, then repeat the process until the stain has gone. Finish by washing the fabric with cold water and leaving to air dry. This can also work with grass stains”   
• “When treating stains always refer to washing instructions and be aware that using stain removers and DIY tricks can bleach or change the colour of the fabric so it’s a good idea to test in a hidden spot before treating the stain.