M&S is one of the more guilty stores that separate clothing for kids by gender and who then place some entire types of clothing just in one or the other. I had to shop almost entirely in the Boys department to be able to get Poesy:
- An awesome KAPOW! comicbook sweater,
- a superman tee,
- a teeshirt with a skull on it (lightning bolt, no bow), and
- an umbrella with robots on.
This is a pretty expensive system: two entire (non-crossover) sets of design and patterns to create, plus two extensive ranges in different body cuts.
I would like to propose this cost-saving and socially positive exercise:
- Ditch BOYS and GIRLS
- Replace with ADVENTUROUS, HEROIC, FUNNY, CUTE, CLEVER, EDGY, CASUAL, SMART. Have unisex in both, with some specific options in girl or boy body cuts only where necessary (you'd be surprised how few there are, really, and it might get boys wearing leggings and such, which would be AWESOME).
Manufacturing costs: lowered. Shopping experience: more interesting. This is the sort of thing they could A/B test with the website so easily, too.
Bloody hell it's frustrating.