It categorizes their female shoppers into 4 types:
1. Candy (hearts): Sweet, girly, flirty, whimsy, and femme
2. Ginger (cherries): Sexy, confident, edgy, attitude, and mysterious
3. Lou (baseball): Cool, tomboy, laid back, tough, minimal
4. Meadow (sunshine): Flowy, bohemian, embellished, pattern, worldly
So this is how they stereotype their customers "to be helpful"?
Interesting also that they don't see that people can be complex with: multiple traits that cross categories or even in no category at all.
Moreover, people can have different sides to themselves and reflect these in different situations.
Perhaps in an effort to market and sell more, what they've done is reduce people to these lowest common denominator of idiot categories.
And what makes this worse yet is that it seems to be based just on snap judgment of how someone looks coming into the store and all the biases that entails.
How about we look at people a little more sophisticated than this and treat them as individuals, with real personalities, and not just as another empty label? ;-)
(Credit Photo: Andy Blumenthal)
