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Policies & Issues: Responsible Retailing

Responsible Retailing: BRC Childrenswear Guidelines
BRC retail members recognise their responsibilities in providing age appropriate clothing designs and marketing these to parents in ways which do not sexualise or unduly gender stereotype children. Good retailing is all about providing the goods and services that customers want, when and where they want it and at the right price. It is a highly competitive market and each retailer takes great care in positioning their offer to meet the wishes of their customer base. As a result each brand develops a unique offer. But responsible retailers share a commitment to delivering this wide choice of product and price range in a way that preserves the innocence of our children.

This good practice guidance has been developed by BRC members who have further signalled their commitment by becoming signatories. It draws on established good practice in the companies concerned. The guidance is intended as a backdrop against which individual retailer's policies are developed and not a substitute for those policies which will inevitably also reflect brand concerns.

We invite other retailers to join us in demonstrating the sector's determination that UK childrenswear should be the best in the world in offering a wide choice of practical, fun and appropriate clothing for the Under 12s, to suit everyone's budget.

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