Debenhams Reveals Shopping Gene Exists Through Nurture Not Nature

LONDON, July 13, 2011 -

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 href="www.debenhams.com/kids">girls’ clothing 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, kids’
designer wear, 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
London
W1U 1QX
+44(0)207-529-0121

href="www.debenhams.com">www.debenhams.com

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