VS+Observation

Black lingerie in the window: How shoppers respond to the displays in a lingerie storefront window
An activity as casual as walking around the mall becomes occasion for this researcher to recall the nature of American commerce and marketing. In a large degree we are driven to consume what are told to consume in the media. I think we all wonder occasionally why we end up buying something that we don’t really need and ultimately want. Certainly children are victims of this media driven consumption urge when they “have to have” certain clothing, games, or toys. The amount of money spent on advertising is well spent; the results are well worth it.

My observation of shoppers passing by the window of a lingerie store window display at the Oak Court Mall provides me with interesting insight into the influence of such displays on shoppers. This observation, though short, was a glimpse into the reactions of shoppers to window display.

This lingerie storefront is long, spanning approximately forty feet. There are two entrances to the store, one at the east end (entrance 2) and one at the west end (entrance 1). The displays begin with a single mannequin in black bra and panties in the window preceding the west entrance (2). Entrance 2 is approximately 8 feet wide, allowing passing shoppers to see clearly into the store as they pass, even if they don’t pause to enter. Entrance 2 is followed on the storefront by three displays of approximately 8 feet each. Each display features 2 mannequins in various poses, all clad in black bras and black panties. At least one of the mannequins also sports a garter belt attached to black hosiery. The windows have no other adornment save these mannequins.

My vantage point for the observation was at the east entrance (1). The mall second floor offers shoppers the opportunity to circle the top floor in a track like oval which is actually the balcony for the first floor. At the center of the oval one may occasionally spy shoppers on the first floor from the balcony. Architechts also included walk across links between the north and south sides of the oval. In the center of the oval on these walk across links, mall decorators have provided seating of various types, including the very comfortable love seat which became my observation home base. This location provided me with a view that is represented in this photograph:





During the time that I observed shoppers passing the displays at the lingerie store, I observed a total of sixteen shoppers. These shoppers are represented in the following subgroups:

Very Sexy Makeup Promotion Poster