The retailer will demonstrate the features of the new handset, which is only available from Phones 4u. It will also offer ladies a series of free "style experiences", in its London store, hosted by model Lizzy Jagger.
The retailer is redesigning three of its outlets for the promotion -- Tottenham Court Road in London, Argyle Street in Glasgow and Market Street in Manchester.
The women-only launch is in response to research conducted by Phones 4u which found that 46% of women wanted a less male-centric and less intimidating shopping experience.
Women who visit one of the participating stores will be offered a personalised photo-shoot using the phone's 8 mega-pixel camera, and a complementary makeup, nail and hair session.
The experience will also include fortune readings from a top fortune teller and the chance to win a VIP photo session with Jagger.
A top DJ has been brought in to provide musical accompaniment, while Lizzy Jagger will offer people fashion tips and style advice.
Russell Braterman, Phones 4u's marketing director, said: "Now that we've seen the research findings we've listened to what women want and are pulling out all the stops.
"This is part of our ongoing commitment to listen to our customers and deliver a better and more personal service that will set us apart from our competitors.
"The events are to trial a new way of servicing our female clientele with an unintimidating girls-only experience."
Comments
So - is this phones 4 women or phone for 'girls'? What a load of sexist twaddle - why not go the whole hog and offer cookery tips too - deportment lessons - 100 ways to wear pink - arghj this makes me so crazy!!
NH - 16/03/2009
don't worry, i'm sure those inclined will be able to sneak in through the back door.
Not only for women... I work with living proof!
I was involved in some psycho-physiological research into female-centric phones not so long ago, the number one lesson of which was PATRONISE AT YOUR PERIL!!! Makes you wonder where Phones 4u are getting their advice from.
Obviously they didn't get their advice from any experts John. Is this badly interpreted research or just badly done research? Perhaps if they had offered a free phone then us 'girlies' may have overlooked this incredible marketing blunder.
"...that 46% of women wanted a less male-centric and less intimidating shopping experience."
Wow. Less than half of less than half of the population doesn't really justify this clumsy stunt, does it? It's bad enough that the manufacturers think turning a phone pink is in some way interesting, without the retailers joining in.
This is about money making in the recession as we all know women are more likely to decide upon thier emotions particularly when it comes to trendy stuff - they all like to look "sexy" and "nice". This company is taking advantage of this behaviour and target women, in a way they are not listening to their "custoners" thay aim to make money any way possible out of them. This is why they came up with the idea of fashion, nail and hair and other wishy washy stuff to take advantage of sensitive side of women. On this gloomy sexist Wednesday one should go and carry a research about the demographics and purchasing behaviour of those women walking into the shops; however I'm sure some intelligent ladies will go there to observe the tactic and those who would fall for it :)
I agree this must be one of the stupider stunts ever pulled - but then it is kind of in keeping with what their women customers have complained about: too much male energy. The research says that their women customers want a less intimidating shopping experience, so what does the \(male) Marketing Director decide? Ban half of his prospects from the shops. A very male response, if I may say so! We chaps can be so dense sometimes it's embarrassing.
As a man, I feel like I never want to set foot in one of their stores again, and I imagine that many women might feel patronised.
I'm not sure whether Phones 4U are acting lawfully here. Section 29 of the Sex Discrimination Act \(concerning consumer rights) categorically prohibits the advertisment and provision of goods and services to one sex only. If, on Wednesday, they refuse entry to any male or refuse him exactly the same services then if he brought a complaint about it under the SDA it seems to me he'd have a 100 per cent chance of frying Phones 4U's arse \(!) As I read it, they've already broken the law just by advertising that they deliberately intend to discriminate against, or indeed in favour, of one sex only.
Also, Ofcom found Phones 4U guilty of several breaches of consumer law last year and bound them to an agreement a mere few months' ago. Seemingly though, they still think they're above the law. Took that agreement really seriously, didn't they?
Oh, and yes, I agree with you Kieron, I for one, find the tone of their promotion extremely sexist and patronising.
You wouldn't happen to work for Phones 4U by any chance, Mr Slater?;)
Well, lookeee here...
http://www.mobiletoday.co.uk/P50/power_fifty.aspx?id=34996
oooooooooh dear, we're stepping into Yorkie Bar terratory now.....
Actually on a more serious note I agree with Katie and Kieron...the fact that the phone is pink might imply that all women associate with that colour, which of course is not the case in reality, and thus appears patronising to women. To deny entry to a building based on one's gender as well seems a little too far.
Rumours of my employment at Phones 4u are greatly exaggerated.
Comments
Susan Billinge - 16/03/2009
So - is this phones 4 women or phone for 'girls'? What a load of sexist twaddle - why not go the whole hog and offer cookery tips too - deportment lessons - 100 ways to wear pink - arghj this makes me so crazy!!
NH - 16/03/2009
don't worry, i'm sure those inclined will be able to sneak in through the back door.
Dan Shearman - 16/03/2009
Not only for women... I work with living proof!
John Bunyard - 16/03/2009
I was involved in some psycho-physiological research into female-centric phones not so long ago, the number one lesson of which was PATRONISE AT YOUR PERIL!!! Makes you wonder where Phones 4u are getting their advice from.
Nicola Staines - 16/03/2009
Obviously they didn't get their advice from any experts John. Is this badly interpreted research or just badly done research? Perhaps if they had offered a free phone then us 'girlies' may have overlooked this incredible marketing blunder.
Richard Parkes - 16/03/2009
"...that 46% of women wanted a less male-centric and less intimidating shopping experience." Wow. Less than half of less than half of the population doesn't really justify this clumsy stunt, does it? It's bad enough that the manufacturers think turning a phone pink is in some way interesting, without the retailers joining in.
werwr wrwerwewr - 16/03/2009
This is about money making in the recession as we all know women are more likely to decide upon thier emotions particularly when it comes to trendy stuff - they all like to look "sexy" and "nice". This company is taking advantage of this behaviour and target women, in a way they are not listening to their "custoners" thay aim to make money any way possible out of them. This is why they came up with the idea of fashion, nail and hair and other wishy washy stuff to take advantage of sensitive side of women. On this gloomy sexist Wednesday one should go and carry a research about the demographics and purchasing behaviour of those women walking into the shops; however I'm sure some intelligent ladies will go there to observe the tactic and those who would fall for it :)
Kieron Murphy - 17/03/2009
I agree this must be one of the stupider stunts ever pulled - but then it is kind of in keeping with what their women customers have complained about: too much male energy. The research says that their women customers want a less intimidating shopping experience, so what does the \(male) Marketing Director decide? Ban half of his prospects from the shops. A very male response, if I may say so! We chaps can be so dense sometimes it's embarrassing. As a man, I feel like I never want to set foot in one of their stores again, and I imagine that many women might feel patronised.
Katie Solomon - 17/03/2009
I'm not sure whether Phones 4U are acting lawfully here. Section 29 of the Sex Discrimination Act \(concerning consumer rights) categorically prohibits the advertisment and provision of goods and services to one sex only. If, on Wednesday, they refuse entry to any male or refuse him exactly the same services then if he brought a complaint about it under the SDA it seems to me he'd have a 100 per cent chance of frying Phones 4U's arse \(!) As I read it, they've already broken the law just by advertising that they deliberately intend to discriminate against, or indeed in favour, of one sex only. Also, Ofcom found Phones 4U guilty of several breaches of consumer law last year and bound them to an agreement a mere few months' ago. Seemingly though, they still think they're above the law. Took that agreement really seriously, didn't they? Oh, and yes, I agree with you Kieron, I for one, find the tone of their promotion extremely sexist and patronising.
Jim Slater - 19/03/2009
Lord give me strength.
Katie Solomon - 20/03/2009
You wouldn't happen to work for Phones 4U by any chance, Mr Slater?;)
Katie Solomon - 20/03/2009
Well, lookeee here... http://www.mobiletoday.co.uk/P50/power_fifty.aspx?id=34996
Stephen P - 20/03/2009
oooooooooh dear, we're stepping into Yorkie Bar terratory now.....
Stephen P - 20/03/2009
Actually on a more serious note I agree with Katie and Kieron...the fact that the phone is pink might imply that all women associate with that colour, which of course is not the case in reality, and thus appears patronising to women. To deny entry to a building based on one's gender as well seems a little too far.
Jim Slater - 20/03/2009
Rumours of my employment at Phones 4u are greatly exaggerated.