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Deichmann creates downloadable foot gauge to make online shoe shopping easier

New research by Deichmann into the cost of back to school uniforms has highlighted a clear gender divide, with parents of girls facing higher costs for back to school uniforms.

During their entire schooling, parents of girls can expect to spend £3,001.48 on essential school uniform items, while parents of boys will pay out £2,866.29 – a difference of £135.19.

Europe’s largest shoe retailer has found the average cost of primary school uniforms for girls starting school in 2021 (Years 1-6) will total £66.76 more than the cost for boys’ uniforms – £1,422.26 for girls compared to £1,355.50 for boys during the same period.

At secondary school (Years 7-11), uniform costs for girls add up to £1,579.22, compared to boys, whose uniform costs totalled £1,510.79.

Small cost differences between blouses and shirts, skirts and trousers, dresses and shorts add up significantly over the course of 11 years of schooling.

Deichmann calculated the costs using a Department for Education (DfE) study, which surveyed 1,183 parents on school uniform costs in 2015 and is the most recent data available, adjusted for inflation.

The figure includes shoes, a coat, school bag and uniform clothing, but does not include the cost of a PE kit.

Commenting on the findings, Josephine Soei, Senior Marketing Manager at Deichmann, said: “School uniform costs are a big concern for parents, especially for those with limited budgets, and these costs only take into account the essentials.

“The full cost of providing uniforms for a child’s entire schooling are staggering and these are just for one child, many parents face a bigger bill due to having more than one school-age child.

“The gender difference is a surprising finding and a reminder to retailers that it is our responsibility to ensure back to school items are fairly priced for all pupils.”

School shoes are one of the biggest expenditures faced by parents, with an average cost of £34 per pair.

Deichmann has partnered with the UK’s leading children’s charity Barnardo’s for its ‘Best Foot Forward’ campaign, providing a school shoe donation scheme to support disadvantaged families and schools in deprived areas.

Deichmann is donating £50,000 ahead of the new school term and will provide an allocation of 1,000 shoes directly to families in touch with Barnardo’s services to ensure those most in need can access them.

Josephine added: “Shoes are the third biggest spend for parents, so providing quality footwear that is also affordable is our priority to help back to school budgets stretch further.

“We are pleased to be supporting families with this donation, which will help to ensure every child gets a comfortable pair of shoes for school.”

Deichmann has also developed a downloadable foot gauge to make online shoe shopping easier.

Parents can print out the gauges at home here to measure their children’s feet to ensure they purchase the correct shoe size.

To help budgets stretch further, Deichmann is running its annual buy one get one half price offer on back to school shoes and trainers, including leather shoes and branded footwear from Hush Puppies, Skechers, Nike and Adidas.

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