July 13, 2011

Debenhams Reveals Shopping Gene Exists Through Nurture Not Nature

LONDON, July 13, 2011 /PRNewswire/ --

Debenhams has revealed that the reason why women shop so much is down to
nurture as opposed to nature, as women are taught to shop so much by their
own mothers.

Debenhams commissioned a study into the shopping gene following sales
figures showing that baby girls' clothing [http://www.debenhams.com/kids ] is
out selling clothes for baby boys by a colossal 20%.

Research shows that by the time children reach the age of four, infant
girls have a fifth more clothes than are possessed by a boy of similar age.
This figure does not include the likes of Victoria Beckham who will have at
least double this amount for her new born baby girl Harper Seven.

David Beckham has recently admitted that he is scared that his house
will turn entirely pink following the arrival of his new baby daughter.

Since mothers do most of the clothes shopping for their children, this
must mean that they instinctively instill a much greater need for clothes in
young girls from a very young age.

This suggests that women are not born with the shopping gene but are
brought up that way through years of exposure to high levels of fashion and
shopping. Other mums who are sure to already have extensive wardrobes for
their daughters include Abbey Clancy, Holly Willoughby and Pink.

The sales results have been interpreted for Debenhams by one of
Britain's leading psychologists.

"Human society puts a great deal of emphasis on female appearance and
this will inevitably result in more clothes being purchased for girls than
boys," said Dr. Karen J. Pine, professor of developmental psychology,
University of Hertfordshire.

"Parents encourage the importance of clothes through leisure activities
such as shopping and play that involves dressing up.

"Whilst Dads are taking their sons out for football matches, women are
taking their little girls shopping and encouraging them to take more of an
interest in fashion.

"However in the animal world this pattern reverses, for example, in
lions, ducks and peacocks, it's the males who have more adornments, and the
females who are plain."

Ed Watson, Debenhams' head of PR, added: "We aim to cater equally for
baby boys and baby girls but it looks like the mums the word on this one and
the boys aren't even getting a look in."

This clearly proves that the shopping gene is nurture and not nature.
Mothers are literally turning their daughters into mini-me's by providing
them with many more clothes than they give to their sons.

About Debenhams:

Debenhams is a leading department stores group with a strong presence in
key product categories including womenswear, mens fashion, kids' shoes
[http://www.debenhams.com/kids/shoes-boots ], kids' designer wear
[http://www.debenhams.com/designers/kids ], home and health and beauty.

Debenhams is the second largest department store chain in the UK.

Debenhams operates 161 stores in the UK and Republic of Ireland.
Debenhams also has 61 international franchise stores in 24 countries and six
Magasin stores in Denmark.

Designers at Debenhams include Preen, Jonathan Saunders, Jonathan
Kelsey, Roksanda Ilincic, Ted Baker, Jeff Banks, Jasper Conran, Erickson
Beamon, FrostFrench, Henry Holland, Betty Jackson, Ben de Lisi, Julien
Macdonald, Melissa Odabash, Jane Packer, Pearce Fionda, Janet Reger, John
Rocha, Lisa Stickley, Eric Van Peterson and Matthew Williamson.

        PR Contact:
        Lizzie Singleton
        Debenhams PR Assistant
        33 Wigmore Street
        W1U 1QX


SOURCE Debenhams