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Women, the brand new Consumers of Sex Shops? An Research into the Female Erotic Retailing Industry

The erotic industry has changed considerably in the last decade as female-led retailers have moved into the fact that was once seen as a predominantly male industry. This picture shift has come from the rise of ladies focused erotic shops. The UK has five strong contenders: Myla, Ann Summers, Beate Ushe, Coco-de-Mer and SH! These retailers have disassociated themselves through the negative picture of sex shops to generate plush, boutique style, shopping experiences. The shops in many cases are luxurious, opulent, ascetically pleasing and a lot of female friendly.

A major boost encouraging the growth of the female erotic retailing companies are women's changing attitudes towards sex. "Once renowned if you are sexually repressed the British have become known as ready and willing to welcome chains plying risqué underwear and adult objects," (Marketing Week 2002, pp19). Female independence - financially and emotionally - has played an important part in why female erotic shops have become more acceptable.

Michael Vaughan, Beate Ushe's UK Retail Executive takes this view further. "Attitudes have changed enormously previously five years and even more dramatically during the past two. There are many broad factors, including more divorcees, meaning more single women, more women living alone, and more equality that take into account this. Women generally have greater charge of their lives," (Marketing Week, 2002, pp19).

Once i wrote my first dissertation on the rise of girls as customers of female-led sex shops I surveyed women from throughout the UK. The results showed a powerful negative image linked to sex shops, even though there are far more female erotic shops in britain than there ever continues to be - albeit mostly in London. Although industry is growing, the previous perceptions take time and effort to get rid of.

For the women surveyed the complete feeling of sex shops was of 'seediness', 'men in long raincoats', and being located down 'dodgy back alleys'. These perceptions were spread across all age brackets, and locations. Another issue which arose was certainly one of embarrassment. Being observed in a sex shop, buying objects of a sexual nature caused an incredible unease amongst the women.

The problem then is when reply to these issues. Shops such as Myla and Coco-de-Mer have inked this successfully by creating high-end luxury boutique shops which are far taken from a man sex shops that dominate the. With open, clear windows and beautiful furnishings price range give a sense of openness showing women they have not fear.

The study identified great interest amongst women regarding erotic shops, as well as their product. But the indisputable driving force that stopped women from visiting sex shops was the negative associations linked to the. Bringing female sex shops in the shopping mainstream is a vital take into account changing this attitude. Location can also be critical. Women must feel safe.

There is no doubting that females, like men, are interested in sex, in regards to sex shops women want style, safety, comfort and fashion. The fact that lencería sexy are frequented by 'dirty old men' is undoubtedly a view that really needs changing. Shops like SH!, inside london, took this on by adopting a plan that men aren't allowed in the shop unless along with a responsible woman. Where ten years ago access to components of a sexual nature was limited for females, the united kingdom presenting five strong female-led erotic retailers, each with their own style, but with a powerful awareness on women as consumers.