Skechers was recently forced to pay millions of dollars after making “unfounded claims” that a line of its shoes would help tone-up people’s bodies last year. Now the company is in hot water again.
Skechers is currently selling high-heeled wedge sneakers that are being advertised under the name “Daddy’$ Money.” Bloggers and parenting experts are slamming the company, saying that the line of shoes is being marketed to teenage and pre-teen girls.
The shoes cost between $50 and $80 and feature a hidden wedge heel. They are being sold on Internet sites accompanied by the description, “Step out in sassy style with these sweet high-top sneaks!” According to ABC News, the company’s tagline is: “Get spoiled with Daddy’s Money, ultra-cool shoes that will put you in the spotlight…”
“It teaches young girls that they can use their feminine wiles to get what they want, even from their own fathers,” said Ericka Souter of the parenting blog Café Mom’s TheStir.com. “It’s totally sexist. In this day and age a lot of mommies are footing half the bills if not all the bills.”
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Commercials for the shoes are all over television, including channels such as MTV and The Hub. The message the commercials are sending is extremely disturbing to Tammy Gold, a parenting coach and psychotherapist.
“The whole aspect of self-worth is off in this because you want to motivate children, especially in this day and age, to do for themselves, to be independent, to get things for themselves, to earn [money] one day,” she said. “All of this is saying the opposite.”
Skechers is defending the campaign. “The Daddy’s Money name and the collection’s advertising are designed to be fun and lighthearted,” the company said. “We regret that some people have been offended by the name.”
Source: (ABC News)