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

The erotic industry changed considerably within the last decade as female-led retailers have moved into what was once observed as a predominantly male sector. This picture shift has come from your rise of girls focused sex shop erotica. The united kingdom has five strong contenders - Myla, Ann Summers, Beate Ushe, Coco-de-Mer and SH! These retailers have disassociated themselves from your negative picture of sex shops to generate plush, boutique style, shopping experiences. The shops are usually luxurious, opulent, ascetically pleasing and first and foremost female friendly.

A major rise in encouraging the development on the female erotic retailing marketplace is women's changing attitudes towards sex. "Once renowned as being sexually repressed the British at the moment are thought of as ready and prepared welcome chains plying risqu? underwear and adult objects," (Marketing Week 2002, pp19). Female independence - financially and emotionally - has played a serious part in why female erotic shops became more acceptable.

Michael Vaughan, Beate Ushe's UK Retail Executive takes this view further. "Attitudes have changed enormously before several years and substantially more dramatically in the past two. Usually there are some broad factors, like more divorcees, meaning more single women, more women living alone, and more equality that are the cause of this. Women generally have greater command over their lives," (Marketing Week, 2002, pp19).

When I wrote my first dissertation becoming increasingly popular of women as customers of female-led sex shops I surveyed women from throughout the UK. The final results showed a solid negative image related to sex shop, although there are far more female erotic shops in england than there ever has long been - albeit mostly in London. Even though the market is growing, the actual perceptions take time and effort to remove.

For the women surveyed all around experience of sex shops was of 'seediness', 'men in long raincoats', and being situated 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 the sexual nature caused a fantastic unease among the women.

The matter then is the place interact with these problems. Shops including Myla and Coco-de-Mer have performed this successfully by creating high-end luxury boutique shops which are far taken off the male sexshop that dominate this is a. With open, clear windows and beautiful furnishings the shops provide a sense of openness showing women they may have absolutely nothing to fear.

Your research identified great interest amongst women regarding erotic shops, and their product. However the indisputable motivator that stopped women from visiting sex shops was the negative associations of the business. Bringing female sex shops in the shopping mainstream is an important consider changing this attitude. Location is critical. Women should feel safe.

There's no doubting that women, like men, have an interest in sex, playing with relation to its sex shops women want style, safety, comfort and fashion. The possibility that sex shops are frequented by 'dirty old men' is without a doubt a view that requires changing. Shops like SH!, in London, have got this on by adopting a plan that men aren't allowed into the shop unless plus a responsible woman. Where a decade ago having access to pieces of a sexual nature was limited for women, the british isles presenting five strong female-led erotic retailers, each using their own style, but by having a very good awareness on women as consumers.