The erotic market has changed significantly more than the previous decade as female-led retailers have moved into what was as soon as observed as a predominantly male market place location. This image shift has come from the rise of girls focused erotic shops. The UK has 5 powerful contenders: Myla, Ann Summers, Beate Ushe, Coco-de-Mer and SH! These retailers have disassociated themselves from the adverse image of sex shops to generate plush, boutique style, buying experiences. The shops are normally luxurious, opulent, ascetically pleasing and most of all female friendly.
A significant improvement in encouraging the development of the female erotic retailing market is women’s altering attitudes towards sex. “As soon as renowned for getting sexually repressed the British are now observed as prepared and prepared to welcome chains plying risqué underwear and adult objects,” (Advertising Week 2002, pp19). Female independence – financially and emotionally – has played a significant component in why female erotic shops have develop into much more acceptable.
Michael Vaughan, Beate Ushe’s UK Retail Executive requires this view additional. “Attitudes have changed enormously in the previous 5 years and even much more substantially in the previous two. There are some broad elements, such as much more divorcees, which means much more single girls, much more girls living alone, and much more equality that account for this. Girls typically have higher handle of their lives,” (Advertising Week, 2002, pp19).
When I wrote my 1st dissertation on the rise of girls as clients of female-led sex shops I surveyed girls from across the UK. The benefits showed a powerful adverse image related with sex shops, even even though there are much more female erotic shops in the UK than there ever has been – albeit largely in London. Despite the fact that the market is developing, the old perceptions are tough to shake off.
For the girls surveyed the general feeling of sex shops was of ‘seediness’, ‘men in lengthy raincoats’, and getting positioned down ‘dodgy back alleys’. These perceptions had been spread across all age ranges, and places. A different challenge which arose was one particular of embarrassment. Getting observed in a sex shop, acquiring objects of a sexual nature brought on a fantastic unease amongst the girls.
The difficulty then is how respond to these difficulties. Shops such as Myla and Coco-de-Mer have completed this effectively by building higher-finish luxury boutique shops that are far removed from the male sex shops that dominate the market. With open, clear windows and gorgeous furnishings the shops give a sense of openness displaying girls they have absolutely nothing to worry.
The analysis identified fantastic interest amongst girls with regards to erotic shops, and their item. But the indisputable driving force that stopped girls from going to sex shops was the adverse associations connected with the market. Bringing female sex shops into the buying mainstream is an significant aspect in altering this attitude. Place is also crucial. Girls need to have to really feel protected.
There is no doubting that girls, like guys, are interested in sex, but in terms of sex shops girls want style, security, comfort and style. The belief that sex shops are frequented by ‘dirty old men’ is undoubtedly a view that requires altering. Shops like SH!, in London, have taken this on by adopting a policy that guys are not permitted into the shop unless accompanied by a accountable lady. Exactly where ten years ago access to products of a sexual nature was restricted for girls, the UK now has 5 powerful female-led erotic retailers, each and every with their personal style, but all with a powerful awareness on girls as customers.