We are a very feminine company… as we tell ourselves…
So the day that we met 2 dads that told us about feeling lonely in shops for children, it was a revelation for them as well as us.
And, yes, we at DPam, we ‘ve thought only about moms and never the dads…
We have the mommies club, we talk about women clients…
It was obvious : we had to make space for dads in our stores.
Okay, but how ?
With a team of dads, we imagined a universe just for them with pretty “geeky”, references, a code for dads in order to simplify their life : THE DAD CODE
We wanted to let dads know that they were welcome in our shops.
It was with this idea that we imagined the code at dpam.com.
Moms are amused by this world, like Maman… what Else : “for dads, finished the difficult tasj in front of the closet in the morning.” they also find the idea amusing and practical like ma Poussette à Paris . Some dads like Dad is Geek viewed it as “a useful and quick tool, for dads that can’t decide or are in a hurry…”
But some male point of view were not favorable like the dad of Ma poussette à Paris…. or le papa de Mia wich were perhaps perceived as a stereotypical view of paternal abilities to dress their children.
The design of the “DAD CODE » was not intended to make fun of the idea that fathers don’t know how to dress their children. on the contrary, it was for fathers that wanted dressing children not to be an exclusively feminine domain.
That are the reasons why we took out the “Dad code” from dpam.com and we are currently thinking about a different way to present it in order to touch but not break da’s hearts.
(Our excuses to the broken hearts)
the debate continues here because we need your opinion…
