Summarized by Eric Bunker
Sex Doesn't Sell With LDS Shoppers
Salt Lake Tribune 7Oct99 N6
By Lubina Khan: Associated Press
Marketing to Mormons
Salt Lake Tribune (AP) 7Oct99 D1
SALT LAKE CITY, UTAH -- Stores such as American Eagle Outfitters, The Gap and
The Body Shop USA use a one-size-fits-all national approach to marketing,
shipping the same window displays and posters to every store. However, in
conservative Utah which is more than 70 percent Mormon, many are complaining
about store windows and displays that feature a little too much mannequin
flesh here, a little too suggestive a sales pitch there. Complaints weren't
to bad until conference time when an influx of out-of-town conference
visitors came, shopped, and were offended.
Some of the retailers feel that those who complain about advertisements
probably are a vocal minority. But Utah grocery stores have responded to
similar complaints, covering up magazines that show too much skin or use
racy headlines. Some grocers say it's because Utah's mainstream culture,
not a vocal minority, is conservative.
"They're not all out there hollering and screaming and saying take it down,
but if you ask them, they'll say it's not appropriate," said Dee Winegar,
chief executive officer of Winegars Supermarkets Inc. This month, the
three-store Salt Lake area chain has blocked the covers Mademoiselle and
Glamour with green construction paper.
National retailers have made no concessions to change their sex oriented
advertising policies in Utah.