Shoe Zone has come under fire for its depiction of children's footwear after many shoppers took issue with the contrasting ways it described girls' and boys' shoes.
The retailer's online size guides were subjected to the criticism, with a campaign group branding the images and descriptions used on the website as "harmful" and "offensive". Shoe Zone's Girls' Shoe Size Guide features a picture of a young girl's feet standing in high heels that are too big for her, while the Boys' Shoes Fitting Guide has a picture of three young boys playing in the grass.
While the retailer refers to girls as "princesses" and describes buying shoes for them as "difficult", it says of boys' shoes that they must have "the right pair of shoes for his adventures". The website lists playing football, climbing trees and "getting up to mischief" as "typical activities" for young boys - none of which are mentioned on the girls' page.
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Let Clothes Be Clothes, a campaign to end gender stereotyping in the design and marketing of children's' clothing, pointed out the issue as they branded it "completely unnecessary". Francesca Cambridge Mallen PHD(c), of Let Clothes Be Clothes, has made a formal complaint about the size guides to the Advertising Standards Authority (ASA).
She told the Manchester Evening News : "As a mum, guess what - I want my shoes, and my kids’ shoes, to do more than just look a certain way. I want comfort, practical shoes and I find the teen girls as fashionistas appearance obsessed stereotype both deeply offensive and indicative of harmful, and regressive stereotyping aimed at children and young people.
"I would therefore like the ASA to investigate this as a formal complaint against Shoe Zone on the basis that such advertising of their products - based on style and type of shoe, not just as a sizing guide - represents both harmful and offensive gender stereotyping."
The campaign group also took issue with Shoe Zone's section on choosing shoes for older girls and teenagers, which reads: "Girls love shoes. It’s a fact. Older girls and teenagers are especially in touch with what’s hot and what’s not when it comes to footwear. Whether it’s ankle boots or brogues, ballet shoes or trainers that she’s into right now, it’s all about the passion for fashion!"
After Let Clothes Be Clothes raised the issue on social media, dozens of parents shared their anger over the messaging. "This is ridiculously old-fashioned and sexist advertising," one person said.
Another added: "This is awful - girls play football, climb trees and get up to mischief too!! Why are boys seen to be adventuring but girls being 'fashionable?' makes me sick."
"This might be the most overt stereotyping I've seen with shoes," said a third. Shoe Zone has not responded to requests for a comment from both the MEN and Let Clothes Be Clothes.
A spokesperson for the ASA confirmed a complaint has been received, adding: "We’re currently assessing this complaint to determine whether there are grounds for investigation."
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