John Lewis freezes school uniform prices
What: John Lewis freezes school uniform prices for the fourth consecutive year, maintaining 70% of prices at 2021 levels with items starting from £7.
Why it is important: This initiative shows how department stores are using strategic pricing on key categories like school uniforms to maintain customer loyalty and market share, while competing with value retailers.
John Lewis has announced a significant price freeze on its school uniform range for the fourth consecutive year, ensuring that 70% of prices remain unchanged since 2021. This strategic decision maintains the retailer's competitive position in the crucial back-to-school market, with prices starting from £7. The move follows similar initiatives by competitors, notably Marks & Spencer's five-year price freeze commitment. Susan Kennedy, John Lewis buying manager for kidswear, emphasises the company's understanding of parents' concerns about back-to-school expenses and highlights their commitment to providing durable, quality uniforms at accessible prices. The retailer positions itself as a comprehensive solution for back-to-school shopping, offering not just uniforms but also complementary items such as stationery, backpacks, lunch boxes, and school shoes, demonstrating their focus on providing value while maintaining their reputation for quality.
IADS Notes: John Lewis's school uniform price freeze aligns with broader retail trends in addressing affordability concerns. In February 2025, M&S implemented significant price reductions across its kidswear range, cutting prices by up to 20% on over 100 essential items while maintaining quality standards. This trend extends beyond traditional retailers, as seen in June 2025 when Korean retailers adopted innovative 'reverse pricing' strategies to combat inflation's impact on family budgets. The focus on affordable children's wear has also led to new retail concepts, as demonstrated by H&M's premium kidswear launch at Selfridges in October 2024, showing how retailers are balancing value with quality in this crucial market segment.
