Letting Children be Children
by association: if the garment is 'sexy' for an adult then the similar garments nearby must be being marketed as sexy for children.
24.
The retailers we spoke to, without exception, have a policy for locating childrenswear in wholly separate areas from womenswear. In some instances the policy would put the two sections on separate floors of the building if that is possible. Many companies provide store managers with pictures of ideal displays and floor layouts that they can adapt to local circumstances.
"The problem is that when you are 'out and about' with kids, things aren't neatly compartmentalised — so clothes shops, music shops, games shops etc sell things aimed at say 9–12 year olds alongside adult products."
Parents, Call for Evidence response
25.
However, retailers accepted that, given the vagaries of building design and the human judgement involved, they could not guarantee this on every occasion.There are also policy differences between retailers on what customers find most helpful when looking for first bras: some take the view that bras, regardless of the age of the wearer, should always be displayed in the womenswear section, while others place first bras for younger girls in childrenswear and first bras for slightly built teenagers in womenswear.
Gender stereotyping
26.
Some parents contributing to the Review expressed concern at the highly gendered nature of products other than clothes for girls and boys. There is often an overlap between the toys of a highly gendered nature and, especially for girls, a sexualised content (for example, certain fashion dolls). Girls' products are predominantly pink, while there is a broader palate of colour for boys' clothes and toys. We have heard concern from some parents about the sale of make—up kits for young children, although it is not clear whether the concern stems from worries about sexualisation or gender stereotyping from an early age.
27.
In fact, the previous assessment of the impact of the commercial world on children (DCSF/DCMS, 2009) found no strong evidence that gender stereotyping in marketing or products influences children's behaviour significantly, relative to other factors. That report also noted that concerns regarding gender stereotyping in the marketing and design of products for young children beg the question of whether gender stereotypes formed in early age are lasting, and in fact whether they might be developmentally necessary at that particular stage. The assessment goes on to highlight sociological research that suggests that the
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