It’s one thing to exclude dads by accident, and another to omit them intentionally.
But it’s an entirely different ballgame when a company tells the world it wasn’t even created for dads, nor intended for them. Never mind the fact that the product it sells is children’s clothing, which has nothing to do exclusively with motherhood. Dads are certainly capable of shopping. Dads care how their kids look.
So what gives?
Yet if you’re a dad who wants to purchase its products for your kids, FabKids apparently doesn’t want you as a customer. Don’t believe us? It says so right on its about page under “Ode to Mom.” There you’ll find a cute message to which moms can relate – but so can dads. In reality, it’s an “Ode to Parents” that regrettably alienates dads right from the start.
You’ll also find confirmation of this on its customer satisfaction page which proclaims, “FabKids was created to help busy moms shop for kids,” not to mention one-sided testimonials from the “Let’s hear it from the moms” section.
All of it sends a contradictory message when you scan further, because FabKids seems to want it both ways. It insists FabKids is only for moms, but professes to be progressive by “revolutionizing the shopping experience” and for all parents on other pages.
- From its front page: “Kids shopping designed for the modern family.”
- From its how it works page: “Become a VIP (Very Impressive Parent)” and “Hear it from our customers.”
Judging by the FabKids team photo, the company seems to employ a fair number of males. It’s hard to guess why these men haven’t stepped up and made a swift change to stamp out the overall exclusion, but let’s hope someone will. Dads matter to today’s modern families, and they’re not only equal, competent parents, but valuable shoppers in today’s online world.
FabKids also utilizes the faces of many boys to sell its products, boys who will likely one day become dads. Let’s hope they’re not being used today, only to become ignored later by the very company they represent.
To become a truly global, meaningful brand, it can’t continue this trend of ignoring fathers. How about it, FabKids?