Some big retailers like Lands' End and Zara are making small changes to their offerings, while some frustrated parents have launched their own companies to make the items they wanted to find. Companies like Jessy & Jack and a collection called Princess Awesome, where dresses have trains and planes, are among nearly 20 online brands that formed a campaign called Clothes Without Limits last year that they're reprising for the back-to-school season. As part of its new Cat & Jack brand of children's clothing that kids helped design, Target offers unisex-fit T-shirts online with slogans like, "Smart & Strong" and "Future Astronaut." More has changed for girls' clothes than for boys, but the vast majority of children's clothing is still gender-specific, says Marshal Cohen, chief industry analyst at market research group NPD Group Inc. Martine Zoer, who founded Seattle-based Quirkie Kids because her sons wanted to wear pink, said that in response to her selling unisex shirts in that hue, she says she got emails saying "boys should not wear pink as it would turn them gay." A good portion of children's clothing buyers are grandparents who tend to embrace more traditional ideas, says Cohen, who doesn't expect large-scale change until the next generation starts having children. Macy's says kids' clothes are generally separated into boys' and girls' sections, but with an array of colors and styles in each. Higgins recalled that when her daughter was in day care, she came home crying because some boys made fun of her navy blue sneakers, calling them "boy shoes."
Breaking Down The Gender Stereotypes In Kids' Clothing
By ANNE D'INNOCENZIO, AP Retail Writer, San Francisco Chronicle
Sun, 07/24/2016 - 11:18pm
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