Sex Doesn't Sell With LDS Shoppers
Salt Lake Tribune 7Oct99 N6
By Lubina Khan: Associated Press

and

Marketing to Mormons
Salt Lake Tribune (AP) 7Oct99 D1
Associated Press

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.