Ulrich, Isabelle; Ezan, Pascale - In: International Journal of Retail & Distribution Management 44 (2016) 10, pp. 1047-1063
Purpose French retailer, Système U, has triggered controversial debates among professionals and parents recently, by inserting images revolutionising gender norms in its Christmas toy catalogue. As children’s perceptions did not feature in these debates, the purpose of this paper is to...