Jemma Moonie-Dalton's Facebook refresh about attempting to purchase school shoes for her seven-year-old little girl and five-year-old child, at a Clarks store in east London, has been shared more than seven thousand times in the previous 24 hours.
"In the young men's segment the shoes are durable, agreeable and weatherproof with soles obviously outlined in view of running and climbing," she composed. "Interestingly, the young ladies' shoes have second rate soles, are not completely secured and are not very much cushioned at the lower leg. They are not happy and are not suited to outside exercises in British climate."
Moonie-Dalton's post at that point swings to more extensive inquiries of sexual orientation. "What messages would you say you are providing for my girl? That she doesn't merit shoes that put her on measure up to "balance" with her male associates? That she ought to be happy with looking up-to-date while the young men are allowed to play and accomplish in comfort? That she shouldn't attempt and contend with young men when they play pursue - young ladies' shoes aren't made for speed, so maybe young ladies aren't either? These messages may not be express, but rather they are there, and are tricky."
Moonie-Dalton revealed that when she went into the store the main choices accessible in her little girl's size had no cover over the highest point of her foot.
"They were Mary Jane style shoes, with an open best and a strap over. The style didn't fit her appropriately and as she is currently in Year 3, she doesn't need me to get her young men shoes, similar to I used to do.
"I don't have an issue with them giving mentors or different sorts of shoes, yet I couldn't help thinking that all the school shoes were not appropriate for when she begins back to class in September."
Did she basically happen to go to the shop on a day when young ladies coaches were out of stock? Of the 78 styles of young lady's shoe recorded on the Clarks 'Young ladies School Shoe' site, 52 are open topped shoes, 20 of them are mentor style, while the last eight are boots. The organization stocks a fundamentally more extensive scope of shoes for young ladies, just giving 61 styles in their young men's school shoes go yet the young men's shoes don't seem to incorporate open tops.
On the web, Moonie-Dalton's post struck a nerve, with a large number of guardians sharing their encounters of endeavoring to purchase shoes for their kids on the Clarks Facebook page. Some concurred with the commentators, while others protected Clarks young ladies shoes as durable and hard wearing
Clarks are not the only retailer who has recently faced an online backlash in how it advertises shoes to children".
Tesco has said it is reviewing the language on its website after receiving complaints that their girl's school shoes were marketed as having "sensitive" soles while boy's school shoes with allegedly identical soles, are branded with the technical term "Airtred".
Mothercare was also criticised for the way it marketed products intended for girls. It has since changed the way it promotes clothing on some of its children's clothes, after an online campaign group 'Let clothes be clothes' threatened to organise a boycott of the company.