Learning to Shop Like a Woman - green bag

Men buy things, women go shopping.

For most men that's a subtle difference, but our female readers will already understand the significant difference between those two activities.

As an example, my wife will come home from the shops and perform the mandatory fashion show. Often she'll hold up a new purchase and immediately caveat it with;

'But I might take it back.'

And to all women reading this, that's a perfectly plausible and rational thing to say, yet us guys cannot fathom how you can buy something and within 30 minutes decide against it. When I buy something, I'll do as much research as possible (preferably online) pluck up the courage to go to the shops, try something on, triple check I still want it, pay and flee. The last thing I want is to have to return until said item is either broken, worn out or lost.

The chasm between how the sexes spend their money is profound and until us blokes understand how to shop like a woman, we'll always struggle when it comes to buying gifts for women.

I'll admit I'm grumpier than most when it comes to crowds, shopping centres and traipsing from shop to shop searching for the perfect gift but I am representative of a group of functional shoppers who wants to get it and get out. Men take pride in solving the problem, i.e. finding the gift, whereas woman enjoy the problem i.e. looking for it. And that's why for example, visiting http://www.screwfix.co.uk (which is an online hardware store, not a dating site!) and http://www.gift-library.com are completely different experiences. One is based on searching for what you knew you wanted and displaying it surrounded by primary colours and the other is based on browsing, subtle suggestion and an enjoyable experience. The marketing director of Screwfix really doesn't want you in his shop longer than is necessary, whereas the marketing director of Burberry, for example, cares more that you are likely to spend 7 minutes 30 seconds on their site than to spend a single penny.

Anyway the point of this is to illustrate the gulf that exists and how learning to shop like a woman is the only way you'll be able to buy the perfect high end gift for your significant other. If my wife wants an iPad, no problem. A digital camera, I'm all over it. But what if she wants a handbag? Before I came to work for Gift Library I'd be as likely to choose something she'd like (let alone love) as I would successfully having her understand the offside rule (and for once, this is not a sexist cliche!).

You might think that the following equation would guarantee success:

Think of budget, double it x famous brand = happy wife

If only it were that easy. In my journey to emancipation I've tried this. When our second child was born, instead of more jewellery (she got the eternity ring - as suggested by the jeweller - after our first) I decided to get her a handful of designer products. So amongst some smaller gifts I chose the Anya Hindmarch clear in-flight bag and hair straightener bag. These two products are two of our best sellers but the main reason I bought them is that I felt they both solved a problem. The inflight bag brings a bit of bling to the airport and the hair straightener bag keeps her GHD's off the bathroom floor and stops me burning my feet. Anyway, it turns out she didn't want any problems solved, and said 'why didn't you just buy me a handbag?'

And the answer is, I wouldn't know where to start. Or rather I didn't then, but having had the pleasure of working in a room full of glamorous women for the past six months, I now know a little more about how to shop for gifts for women and more importantly, luxury gifts for women.

So, for anyone who's still reading, here are the rules:

DON'T BUY HER ANYTHING SHE NEEDS

Chances are, she'll buy it anyway. We've all heard about the guy who bought his wife a new iron and was surprised at her lack of gratitude. Whilst the majority of men would never stoop so low, it was the mistake I made in buying something to solve a problem. As soon as you realise practicality doesn't come into it, you're one step closer to gift shopping like a woman.

"I'll buy her something she wouldn't buy herself"

No you won't, you idiot. Or if you do, keep the receipt. This is so simple; buy her something exactly the same as what she'd buy herself, i.e. something she wants, something she loves, something she'd buy in a heartbeat if it weren't for the price. Put like that, it's so easy. It doesn't need to be an inspired surprise. I've not met a woman alive who wouldn't want a Mulberry handbag - you see, I'm learning!

Forget sizes

For novices at least. Us men must learn to walk before we run. Too small and it's going back, too big and you're calling her fat. Once you've mastered the basics by all means attempt underwear but make sure you've actually been underwear shopping with her before; pay close attention to what she's bought covering everything from size, style, colour and the shop you were in (it's not all the same apparently). The underwear department is an odd place for blokes at the best of times so here's your opportunity to focus your attention.

Indulgent? Expensive?

Yes? Buy it, buy it now. By removing the justification process a woman goes through when buying that thing she so desperately wants, you'll ensure you get it right first time, every time.

Don't do it all yourself

If in doubt, ask. Her best friend is your best asset as, despite what you think, she'll know her more than you do when it comes to what she wants.

And the golden rule

Don't ever, EVER buy from the sale section, there's a reason no one else wants it.

Good luck guys, see you on the other side

James

James Fernie is the digital marketing manager at http://www.gift-library.com

www.gracefield.com.hk 女傭公司, 外傭公司, 僱傭公司

2012年3月14日星期三

Learning to Shop Like a Woman - green bag

Learning to Shop Like a Woman - green bag

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