Shopping for clothes is not the same experience for a man as it is for a woman. A man goesshopping because he needs something. His purpose is settled and decided in advance. He knowswhat he wants, and his objective is to find it and buy it; the price is a secondary consideration. Allmen simply walk into a shop and ask the assistant for what they want. If the shop has it in stock, thesalesman promptly produces it, and the business of trying it on proceeds at once. All being well, thedeal can be and is often completed in less than five minutes, with hardly any chat and toeveryone's satisfaction.
For a man, slight problems may begin when the shop does not have what he wants, or does nothave exactly what he wants. In that case the salesman, as the name implies, tries to sell thecustomer something else; he offers the nearest he can to the article required. No good salesmanbrings out such a substitute bluntly; he does so with skill and polish:"I know this jacket is not thestyle you want, sir, but would you like to try it for size. It happens to be the color you mentioned."Few men have patience with this treatment, and the usual response is:"This is the right color andmay be the right size, but I should be wasting my time and yours by trying it on.”
Now how does a woman go about buying clothes? In almost every respect she does so in theopposite way. Her shopping is not often based on need. She has never fully made up her mind whatshe wants, and she is only "having a look round". She is always open to persuasion; indeed shesets great store by what the saleswoman tells her, even by what companions tell her. She will try onany number of things. Uppermost in her mind is the thought of finding something that everyonethinks suits her. Contrary to a lot of jokes, most women have an excellent sense of value when theybuy clothes. They are always on the lookout for the unexpected bargain. Faced with a roomful ofdresses a woman may easily spend an hour going from one rail to another, to and fro, often retracingher steps, before selecting the dresses she wants to try on. It is a laborious process, but apparentlyan enjoyable one. Most dress shops provide chairs for the waiting husbands.