“Customers search by gender” – Do you?

Do retailers really need gender categories, titles and descriptions in order to sell clothes online and connect with you the customer?

The big UK retailers are telling us that when it comes to shopping for children’s clothing, UK shoppers search NUMBER ONE by gender. For a Boy or for a Girl being the biggest factor in the clothes buying experience.

Our reply is simple: If you always sell that way, won’t your data just reflect the buying habits you’ve forced customers into? Gender marketing dominates, after all, all the big kidswear retailers. 


Why not give the option to find clothing without relying on the tired and ugly idea that we need to stereotype children. Would customers be so disorientated by using category searches like type, colour, theme or age that they would somehow end up browsing garden furniture with a pained and confused expression, like Alice down the rabbit hole?

When I search for clothing I don’t think “girl,” I think about my children. I think age/fit, suitable for the activities they love, their favourite colour and what they’re really into – so at the moment, that’s Star Wars and Paw Patrol.

What is your experience of buying children’s clothes? How do you shop for your little ones, god-children, grand children, nieces and nephews?

Is it as simple as the retailers are making out? “Ah, Mark has a penis and is a boy, I will buy him boy clothes from the boy sections.” Because that sounds like a really odd version of reality…

Please tell us your thoughts with our poll below, or feel free to leave a comment – we are listening! (even if some retailers, so far, are not)


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