French girls window-shop for men
Lindsay Paterson |
11 October 2012
French dating site Adopte un Mec (Adopt a Guy) is opening pop-up shops around France and flaunting its product range (i.e. available men), in the shop windows (LeParisien.fr, 15 September 2012).
Men who are registered with the site are displayed as though they were life-size dolls, in giant plastic boxes labelled with their top characteristic. Men are displayed as adventurers, geeks, surfers or hipsters, with the clothes and accessories to match.
Inside the stores, more men are on display — either in real life, or through photos — to encourage single girls to shop for the man of their dreams.
WHAT THIS MEANS TO BUSINESS
France is still a relatively macho society where it's rare for men to "sell" themselves and their attributes to women.
Empowering women to take control of their dating decisions feels right for young women, who are confident and fearless about driving their own destiny.
Adopte un Mec
The contemporary face of feminine-focused power that celebrates women of all ages for their creativity, strength of character, and committed relationship to the world around them.
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Young Adults (21-34)
Specialty Retail Stores
Iconoculture, a Corporate Executive Board company.