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

The erotic industry changed considerably over the past decade as female-led retailers have moved into the content once described as predominantly male markets. This image shift has come with the rise of girls focused sex shop erotica. The UK has five strong contenders - Myla, Ann Summers, Beate Ushe, Coco-de-Mer and SH! These retailers have disassociated themselves on the negative image of sex shops to produce plush, boutique style, shopping experiences. The shops are sometimes luxurious, opulent, ascetically pleasing and primarily female friendly.

A leading boost encouraging the increase with the female erotic retailing sector is women's changing attitudes towards sex. "Once renowned to be sexually repressed the British at the moment are thought to be ready and in a position to welcome chains plying risqu? underwear and adult objects," (Marketing Week 2002, pp19). Female independence - financially and emotionally - has played a major 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 during the past five-years and a lot more dramatically before two. There are a few broad factors, which include 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 increasing of ladies as customers of female-led sex shops I surveyed women from round the UK. The end result showed a powerful negative image involving sex shop, even if there are more female erotic shops in the UK than there ever has long been - albeit mostly london. Even though the sector is growing, the actual perceptions are hard to get rid of.

For any women surveyed all around a feeling of sex shops was of 'seediness', 'men in long raincoats', and being situated down 'dodgy back alleys'. These perceptions were spread across all age ranges, and locations. Something which arose was one among embarrassment. Being seen in a sex shop, buying objects on the sexual nature caused a terrific unease among the women.

The challenge then is the way interact to these issues. Shops such as Myla and Coco-de-Mer have performed this successfully by creating high-end luxury boutique shops which are far stripped away from a man's sexshop that dominate the market. With open, clear windows and beautiful furnishings the shops offer a sensation of openness showing women they've got not fear.

The analysis identified great interest amongst women regarding erotic shops, and their product. Although the indisputable driving force that stopped women from visiting sex shops was the negative associations connected with the industry. Bringing female sex shops to the shopping mainstream is a consider changing this attitude. Location is critical. Women need to feel safe.

There's no doubting that females, like men, have an interest in sex, employing relation to sex shops women want style, safety, comfort and fashion. That experts claim sex shops are frequented by 'dirty old men' will undoubtedly be a view that needs changing. Shops like SH!, london, took this on by adopting an insurance policy that men aren't allowed to the shop unless with a responsible woman. Where a long time ago entry to pieces of a sexual nature was limited for female, the UK has five strong female-led erotic retailers, each with regards to their own style, but by using a powerful awareness on women as consumers.