Call of the Mall Sex and the Mall

Call of the Mall Sex and the Mall The Charmin Challenge

• Girls learn about lingerie “The same way adolescents learn about sex. You read three issues of Cosmo, and then a fifteen-year-old tells you the rest” • Older, Larger • Men don’t shop for women’s underwear. “…one of our video cameras caught a guy shopping the underwear rack when he suddenly twisted around, pulled out his waistband in back and attempted to read the size on the label”

More quotes • “The few that in here all just tagging along with wives or girlfriends, with their eyes cast downward in case they accidentally see something. They’re ashamed? Look at the one pathetic little chair in front of the pillar, up by the register. That’s the entire accommodation for men who en up inside the store. It looks like a punishment—like the dunce chair. Merely by sitting there, a man announces, ‘I am an emasculated husband waiting uncomfortably for my wife to find a thong in her size. ’”

Science of shopping • • • Dishes and tabletops Men were bored Bar items added More time in store Sales went up Right for dishes, but wrong for lingerie

• Men like – Social aspect • Browse without buying • Women Like – Shopping aspect • There to shop • Outgrow social aspect

Where to put the perfume? • Perfume only shopped twice a year • Takes up front of department store • Makes the store seem empty • Create a little “Extravagance shop” • Invite men in

I need to Potty • Bathrooms are hard to maintain • “usually hidden down some lonesome corridor away from the main thoroughfare” • Women use the bathrooms more than men. Longer too.

• The Mall – Aveda or the Body shop • Lowe’s – American Standard • Airports – Proctor & Gamble