Cool Boys and Sweet Girls- a study about gender roles and children's clothes

Abstract: Purpose: The main purpose of this thesis is to identify and analyse what influence fashion companies in their design and communication of children clothes according to traditional gender roles. The purpose is also to identify if there is a conflict between political correctness and profitability in reference to gender and children’s clothes. The aim was also to find how customers of children’s clothes can influence the fashion companies with their behaviour.Method: The empirical research and data collection was done from both a qualitative and quantitative approach. In depth interviews were done with Lindex, KappAhl and Polarn o. Pyret on the Swedish market, together with observations of the fashion stores assortments and their advertising of children’s clothes and finally a consumer survey was conducted on Facebook. Conclusion: Multiple factors were concluded influences on the fashion companies design and communication of gender specific clothing for children. The interpretation on the meaning of gender specific clothing was found to be an important factor as well as the lack or presence of an official standpoint. Political correctness was found harder to achieve in larger companies leading to the conclusion that profitability and political correctness is only achievable up to a certain size. Consumers were found to influence the fashion companies by sharing attitudes on social media and with friends and acquaintances, among other things. The importance of direct experience and personal interest in forming attitudes was confirmed. Mothers with children under the age of 6 were the consumer group with the strongest attitudes.