Purpose – In the UK, while fashion apparel purchasing is available to the majority of consumers, the main supermarkets seem – rather against the odds and market conventions – to have created a new, socially‐acceptable and legitimate, apparel market offer for young children. This study...

In recent years, the UK clothing and fashion industry has undergone some major changes. While the demise of traditional high street brands such as C&A have been widely heralded in the media, a new phenomenon has dramatically changed the children's garment landscape with the emergence of...