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

The erotic industry changed considerably over the past decade as female-led retailers have moved into what was once seen as predominantly male marketplace. This picture shift originates through the rise of girls focused erotic shops. Great britain has five strong contenders: Myla, Ann Summers, Beate Ushe, Coco-de-Mer and SH! These retailers have disassociated themselves from the negative picture of sex shops to create plush, boutique style, shopping experiences. The businesses will often be luxurious, opulent, ascetically pleasing and quite a few coming from all female friendly.

A serious boost encouraging the expansion of the female erotic retailing companies are women's changing attitudes towards sex. "Once renowned to be sexually repressed the British are known as ready to welcome chains plying risqué underwear and adult objects," (Marketing Week 2002, pp19). Female independence - financially and emotionally - has played a significant 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 5yrs and many more dramatically before two. There are a few broad factors, like more divorcees, meaning more single women, more women living alone, plus more equality that are the cause of this. Women have greater control of their lives," (Marketing Week, 2002, pp19).

While i wrote my first dissertation increasing of ladies as customers of female-led sex shops I surveyed women from across the UK. The outcome showed a solid negative image linked to sex shops, even though there are more female erotic shops in england than there ever continues to be - albeit mostly inside london. Although market is growing, that old perceptions are difficult to remove.

For the women surveyed the general 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 ranges, and locations. Another issue which arose was one of embarrassment. Being noticed in a sex shop, buying objects of an sexual nature caused an incredible unease among the women.

The challenge then is how answer these issues. Shops such as Myla and Coco-de-Mer have inked this successfully by creating high-end luxury boutique shops which can be far taken out of the male sex shops that dominate the. With open, clear windows and beautiful furnishings the businesses give a a feeling of openness showing women they've not fear.

The investigation identified great interest amongst women regarding erotic shops, along with their product. But the indisputable power that stopped women from visiting sex shops was the negative associations connected with the. Bringing female sex shops in to the shopping mainstream is an important look at changing this attitude. Location is additionally critical. Women have to feel safe.

There is no doubting that ladies, like men, are curious about sex, in relation to sex shops women want style, safety, comfort and fashion. The fact sex shop are frequented by 'dirty old men' is without question a view that has to have changing. Shops like SH!, working in london, have got this on by adopting an insurance policy that men aren't allowed into the shop unless accompanied by a responsible woman. Where a decade ago use of items of a sexual nature was limited for females, great britain presently has five strong female-led erotic retailers, each using their own style, but all with a robust awareness on women as consumers.