Periodically I will take trips to the mall and it amazes me how the mall continues to evolve in the face of adversity. Rumor has it that the mall and conventional retail are on their death bed as the internet makes shopping at the mall as practical as going to Blockbuster to rent a movie. However, in West Michigan the mall is still alive and well, my trip on a Tuesday night in September found the mall parking lot packed and me tempted to park in a spot reserved for expectant mothers, seriously, what are they going to do to me? However, I decided to continue on through the parking lot looking for an empty space because I didn’t want to be that guy.
My first stop was at Banana Republic, a store I am quite familiar with, and a store I feel confident that I can still enter without getting strange looks from the staff and patrons. I picked out three items and approached the counter where I was immediately asked if I wanted a credit card, pretty sure everyone who not only has shopped at banana republic but eaten a banana has a BR card. I told the clerk I already had one which brought about the response that I could save 10% on my purchase if I used the card, probably not worth the $6 in savings (that’s right I bought two shirts and a pair of pants for 60 bucks that retailed for $225 total) when I ultimately pay at least $20 in late fees when I forget to pay off my balance. The clerk proceeded to ask me if I wanted to receive email promotions from BR, I told him no even though I already somehow receive those promotions, If I said yes would I get duplicate emails? Actually, I should have asked him to unsubscribe me since I have already tried multiple times on my own and am still receiving the emails. Also, I should have told him to punch me in the face while he was adding me to the email list, it would have been less painful than having to receive their emails.
As I waited for the transaction to go through I began to get anxious. The clerk had a wireless hand held device that he used to run my debit card and that was linked to a remote printer that he was going to use to print my receipt (email receipt was an option but I”m not giving them my email again). The receipt wasn’t printing and the music in the background was causing me a great deal of anxiety. Not sure if stores intentionally play music that is terrible so that people want to leave their store quicker than when they are taking a dump at a Speedway, but I couldn’t get out of there fast enough. My ultimate question is why don’t they just use the traditional cash register/computer that is actually connected to the printer? Seems like that would be much more reliable and efficient than the hand held device linked to the wireless printer.
I made my way out of the store and headed towards Footlocker where the employees still wear referee shirts, I was relieved to see that some things in the mall never change. While they had at lest 60 different types of basketball shoes, they didn’t have the Jordans I was looking for so I decided to see if there were any other shoe stores in the mall that could satisfy my desires. As I wandered about the mall I stumbled upon a store called the Garage, no idea the demographic they were shooting for, but one of the Mannequins in the entrance had a huge rack with real nipples poking through the sweater that was on display. I had never seen a mannequin with nipples and it caught my attention, initially this seemed like a great marketing strategy, but then I realized having some guy with his hands down his pants ogling your mannequin while he vigorously works his joint is probably not good for business. Was I tempted to ask the general manger where they get their mannequins? Of course I was, a Mannequin doesn’t get headaches and they can’t say no for a number of reasons, one being they don’t have a head, but I am sure there is a website out there that will save me the embarrassment of having to ask an actual person, hopefully they accept Venmo, probably want to keep that transaction private though.
Speaking of erotic, I do think paying someone to go into Victoria Secret and have them sniff the underwear until security is called (I was going to say sniff the panties, but that sounds really creepy) while secretly filming them would be a viral sensation. Putting them on his head and wearing them like a halloween mask would be a nice touch as well. It would be a gold mine and the sponsors would be lining up left and right. While Victoria Secret doesn’t seem to target a certain age group, there were a number of stores in the mall that had me wondering if it was safe for me to enter without being viewed as a poser. Zumiez left me scratching my head, it looked intriguing but I didn’t dare take a chance going in to the store unless I saw someone else close to my age enter the store. Another store, Dry Goods, which appeared to be a woman’s store but I couldn’t get close enough to tell if they had a men’s section, seemed to be off limits even if one of the dry goods they sold was beef jerky.
Fortunately they do have stores in the mall that specifically state the age range they are shooting for. Journies for Kids and Footlocker for Kids are two that I encountered. While the drawback to labeling your store as a kids store will attract the random pedophile, for the most part it is an effective way to attract your targeted consumer. However, many stores do not resort to this, while Eddie Bauer probably went out of business a decade ago due to the fact that everyone who use to shop there is dead, other stores have not been quite as obvious about who they want shopping there. In order to keep people who don’t belong from entering the store they need to rate stores like they rate movies. Shopping would be so much easier if they were labeled for Baby Boomers, Gen- Ex’ers, and Millenials. Of course there is always the internet where you can enter any store your want from the safety of your computer without the scrutiny of patrons and staff, but mannequins with nipples are something that can only be truly appreciated in person.