Simply Chic: Fresh & Fun Style AdviceSimply Chic: Fresh & Fun Style Advice

Does Beauty Sell?

A new study looks at how attractive sales people may turn away sales.

Posted by Kristin Larson Wednesday, August 19, 2009 12:34:22 PM

Woman shopping; (C) Photo: Getty ImagesNow here's some news I can totally relate to and one that might just make retailers think twice before hiring salespeople for their looks.

A recent study at the University of South Australia found that women between the ages of 18 and 26 were less likely to buy if they thought the salesperson was more attractive than they perceived themselves to be. This is because women are "biologically competitive" and the idea that another female is more attractive influences their behavior, said Bianca Price of the University of South Australia, in a story that ran in Retail Week.


"Retailers often think that beautiful is better," Price said.

 

If this study lends any insight, clearly beauty is not better. This totally makes sense to me. I can't think of how many times I have felt fat or ugly and wanted an item to perk up my spirits and yet the only salesperson in sight was a gorgeous, model-thin gal who looks like she's never seen a fat day in her life. On these days, her flawless beauty made me feel ... worse, fatter, uglier. It didn't matter if I was looking for a new lipstick, new bag or a pair of jeans. In these instances—even when I was on a plan to spend—the study proved correct. I left without buying a single thing. (I also should note that I'm not between the ages of 18 and 26, so maybe this study would apply to all women. Not sure.)

Then I immediately think of my friend Kyung who had a former life as a full-time salesperson at a clothing store in Chicago. She's what you would call gorgeous and was an amazing saleswoman. One of the best I've ever met. She would turn this whole study on its head. She has the unusual ability to make everyone feel comfortable; her beauty is not intimidating.

But back to retailers. What should they do? Continue to staff the floor with attractive sales people? Price suggested the key is to hire sales people of all shapes and sizes so that customers can find someone to relate to.

Or at least they should have a winning personality like my friend, someone who can make everyone feel comfortable and beautiful—even on a fat day.

I vote for that.

What do you think? Would a pretty saleswoman turn you away from a sale?

Email Kristin at kristinlarson@live.com.



Join the discussion!
1-10 of 395
Friday, September 18, 2009 5:10:45 AM
I really can't recall paying attention to the appearance of the salespersons when I go shopping; I'm focussed on the clothes.  I think fixed up I'm even hotter than Halle Berry, so I'm not intimidated by the look of the other person at allWink
Friday, August 21, 2009 9:12:36 PM
This is the most sensible and intelligent thing I have read in any part of this conversation!  Well said Renee1978!
Friday, August 21, 2009 4:22:12 PM
I agree with this study - I fit the age group and I know I don't like to buy from other females who I deem more attractive than I. It's mostly because I feel they're all looks, and I assume they think they're better than me because of their caked-on make-up, designer clothes, $100 hair, and pointless manicure. The only chance they have is if my boyfriend is with me and he makes a comment about how fake or ridiculous the saleswoman looks.

I also agree with the author, in that I don't think the age range given represents the only group affected by this phenomenon. I would tend to believe younger girls would be less affected, as would the eldest ladies - because neither typically "cares" so much about their appearance compared to another's. Children have yet to be influenced by the media's beauty-seeking bias, and elderly tend to be beyond the superficiality of appearances.

Lastly, I agree that I have no problem with some nice-looking saleswomen, and I try to give everyone the opportunity to alter my initial judgment. When skill, kindness, and a fun personality become clear under the make-up, I can easily reconsider my assumptions.

Friday, August 21, 2009 3:40:53 PM
Hi all,

Again, thanks for reading and thanks for your comments.

If you're interested in reading more on this study, please see my blog post:

http://lifestyle.msn.com/your-look/simply-chic-blog-post.aspx?post=1232998

Thanks, Kristin

Friday, August 21, 2009 2:41:56 PM
Well, first of all, beauty is to be admired but the wrong beauty as you mentioned, "Vain", is an ugly beauty so if you don't feel your best, you go into a store just to pick yourself up and run up on "Vain" beauty your going to get scared off,  but if you go into a store feeling your best and just wanna feel better, than that "Vain" beauty is just on the surface, you'll see it and maybe that "Vain" saleslady will want a piece of your beauty, cause true beauty is from within.
#6
Friday, August 21, 2009 1:43:23 PM
Point #2: I know how so many women spent way too much money. I have girlfriends that make not so much money but is ALWAYS shopping. Some women shop even after a husband and or boyfriend ask them to stop. Even more know that they are so over extended in debt and still shop for the instant gratification. So if you are walking into a store and an attractive woman makes you not want to shop. Then I say, HIRE MORE ATTRACTIVE WOMEN. Maybe that will motivate you to start saving more money. Maybe you need to see that as a blessing.
#7
Friday, August 21, 2009 1:30:46 PM

As a woman I hate to admit it but this is why so many women call us weak. I used to be one of you, I used to have a distain for fit attractive women. I used to blame them why I wasn't getting the guy of my dreams, they made me feel ugly, they have no idea what it's like to be me. I thought that I was the way that women are supposed to be. I would not have admitted it back then but I was fat. I was just like everyone other woman I judged women, some deserved it, most didn't. I felt fat, I looked fat, I made me fat, and I took it out on my boyfriend all the time. He is a great guy, he is friendly to everyone. He speaks to women and it made me crazy. What made it worse is that after he and I dated I gained weight. He works out everyday he's not trying to be some muscle guy. But he keeps fit, he has a job that is not very active and it made him feel better. He would try to encourage me to join him and I would actually snap at him. He was not being rude or insulting, he saw that I was unhappy and was trying to encourage me to join in. We would go out and with his open personality and not "fit" shape I got jealous of all the women that paid him attention, me, I was jealous of the women and him. We would argue, I would accuse him of things, and start doing crazy things to check up on him. I have an Masters Degree in Marketing and I am hacking a email account like a insecure nut job. The more he worked out, the uglier I felt, the more I judged, the less good time I had with my man. I kept making excuses for the way I am and the way I felt.

 

Well, one day I was going through his desk. I started picking a lock with a paper clip and I stopped. I had to make a huge change because it was not worth it. He didn't deserve what I was doing, I let women that I don't even know make me feel terrible because they were doing something that I was not doing for me. So I get up and made a change. I started to eat different and stopped making excuses. I started working out hard, I started lifting weights. I lost 60 lbs in a year and a half.

 

Soon after I started to notice that women treated me different way more then men. Even women that I knew started to treat me ugly. They would not speak to me, judge me, and call me names even though I did nothing. That's when it hit me so hard that I was really a miserable woman. So when I see and hear things like that I have to say something. It's not their fault they they are pretty. Some get it natural and some work hard for it. I know so many women that are quick to tell how they don't feel pretty or how they don't like the way they look. We buy books, have surgery, clothes, shoes (I was addicted), and all this other junk. We blame everyone instead of shutting up and taking the time to do why they do... the work..

Friday, August 21, 2009 1:27:53 PM

What's with all the hate when somebody states their honest opionon on how sometimes a pretty girl can make one feel worse and lose the motivation they had to buy something. I feel that same way too at times but more so if the person is aloof or unavailable to help me out (doesn't matter on their looks).

 

I can honestly say though my worst ever shopping experience involved a bunch of young frumpy computer guys who would ignore you or hide out in the back or do anything they could to avoid doing their actual job when I had $1500 worth of merchandise I was ready to buy. I was 2 minutes from walking out and leaving my cart behind. I'd have traded them for a bunch of *helpfull* hotties anyday.

 

Friday, August 21, 2009 1:22:00 PM

Look, good looking or not, I'm just looking for good service.

Unfortunately I've found the prettier the person then the less that person can help me.

(There are the few "good looking people" who do a great job at whatever they do. I'm just addressing the issue of my experience with "pretty sales people" and I sorry to say that the "pretty" ones have to try harder because I'll just assume they have fluff for brains and life is too short to deal with them)

 

A good personality and knowledge of the product, are key to what their selling, as well as any sales that they may know about will get me to at least think about buying an item.

 

This maybe the reason why ads are youth oriented, because older adults don't fall under the spell of the hype of an ad campaign directed at the young and the preferred demographic (these are the people who are willing to spend $500 dollars for a pair of ripped tattooed and bedazzled blue jeans that would normally sell for $30 dollars).

All I can say is that I don't get buyers remorse when shopping.

Friday, August 21, 2009 1:21:32 PM
Yes, you are indeed sexist.  Yes, those feminine wiles methods work.  I think that not so very long ago, you would have been one of those men who would have praised the bowing and scraping and servility of a black shoe shine man and would have advised all other black shoe shine men to "Uncle Tom" it up, if they wanted the most sales.   this message is in response to saogha (sp?).  The one who keeps insisting he is called "pig" .
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About Our Bloggers

Rebecca Pattee
Rebecca is the Beauty & Fashion producer for MSN Lifestyle and manages the Your Look category.

Kristin Larson
Kristin Larson is a NY-based fashion and beauty writer, and she's written for the Chicago Tribune, Women's Wear Daily, glam.com, Life & Style Weekly, Footwear News and Chicago Magazine.

Kathryn Wexler
Kathryn Wexler writes about fashion, style and beauty, often for The Miami Herald and other McClatchy publications. She is based in Miami Beach.