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Shopping for clothes is not the same experience for a man as it is for a woman. A man goes
shopping because he needs something. His purpose is settled and decided in advance. He knows
what he wants, and his objective is to find it and buy it; the price is a secondary consideration.
All men simply walk into a shop and ask the assistant for what they want. If the shop has it in
stock, the salesman promptly produces it, and the business of trying it on follows at once. All
being well, the deal can be and often is completed in less than five minutes, with hardly any chat
and to everyones satisfaction.
For a man, slight problems may begin when the shop does not have what he wants, or does
not have exactly what he wants. In that case the salesman, as the name implies, tries to sell the
customer something else, he offers the nearest he can to the article required. No good salesman
brings out such a substitute impolitely; he does so with skill: “I know this jacket is not the style
you want, sir, but would you like to try it for size? It happens to be the color you mentioned.” Few
men have patience with this treatment, and the usual response is: “This is the right color and may
be the right size, but I should be wasting my time and yours by trying it on.”
Now how does a woman go about buying clothes? In almost every respect she does so in the
opposite way. Her shopping is not often based on need. She has never fully made up her mind
what she wants, and she is only “having a look round ”. She is always open to persuasion;
indeed she sets great store bywhat the saleswoman tells her, even by what companions tell her.
She will try on any number of things. Uppermost in her mind is the thought of finding something
that everyone thinks suits her. Contrary to a lot of jokes, most women have an excellent sense of
value when they buy clothes. They
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