5 Ways To Keep Us From Hating Our Shopping Experience
LatestMarket research expert Paco Underhill says women want “cleanliness,” “control,” and “considerateness” from their shopping experience. We have a few other ideas.
In a review on Slate, Seth Stevenson says Underhill’s What Women Want contains “lots of gender-polarizing assumptions that we’re asked to accept on blind faith.” Underhill writes that men like grills and women like mirrors; women want “soft, curvy furniture,” men want McMansions. Whereas we are but a few women, and cannot speak for all our kind, we’d like to offer a few things we want when we go shopping. And no, none of them have to do with curves.
Decent lighting
A friend of mine recently complained that a fitting room’s yellowish lights made her look like Homer Simpson, and I’ve frequently encountered flourescents better suited to an airport bathroom. You’d think it would be basic common sense to keep harsh lighting out of the dressing room, but for many stores, it apparently isn’t. On the flip side, we don’t want it to be so dark we can’t see anything. Oh, and it’s really nice to have a full-length mirror in the dressing room. A few smaller stores I’ve been to don’t have this, and while I know it’s a space issue, I’m way more likely to try on stuff if I can look at it in private.