Some Women Uncomfortable Buying From Pretty Saleswomen
Aug 20, 2009 16:35
If you've ever felt uncomfortable about buying from one of those beautiful, stylish, attractive saleswoman, you're not alone.
A new study from the University of South Australia shows that women between the ages of 18 and 26 are less likely to buy from a saleswoman who seems more attractive then them.
But of course, retailers - from Chanel to Abercrombie and Fitch - hire employees who "fit" the image of the brand, so sales associates tend to have a certain look. But if that "look" and aura about them scares potential customers away, making them feel like they're not pretty enough to shop at the store, then really, what's the point?
On the other hand, the women in the study are young, which could mean as we get older, and earning steady incomes, we're less likely to give a damn about comparing ourselves with the salesperson.
However, the sad truth remains - that is companies believe women want to see other beautiful women, which reflects their "exclusive" or "beautiful" image. PhD researcher Bianca Price says: "Retailers often think that beautiful is better... The solution lies in hiring women of all shapes and sizes, someone for each of your potential customers to relate to."
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