RESULT: 7/10

-1 for ugly product:
Shoes. Let's (not) get some shoes. Shoes. Let's (not) get (these) shoes.

-1 for poor font representation:
You're proud of gay married lesbian mothers, we got you. But then don't downsize the font on that. Don't make it a '12' when it can be '72'. Bigger is better.

-1 for not being clear in its message:
Kenneth Cole if you want to be about modernity, liberalism and the bit? Maybe try being more contemporary and don't go all conservative-spinster-grandma on us with those dresses.