10 June 2005 13:30 GMT / By Debbie Davies
Electrical retailer Dixons is to turn some of its high street shops into pleasure palaces for women.The high street multiple is planning in-store events for women and better information that explains product benefits rather than listing product specifications.
Research by the high street retailer showed that men were far more likely to consider Dixons for technology related purchases than women.
Last year, Dixons slimmed down its high street chain, closing a third of its branches.
Dixons is not the only company trying to overcome gender stereotypes. Boots has successfully attracted men into its beauty departments to buy cosmetics and Argos has just started describing irons as turbo, precision and ultimate control in the hope of making ironing more mascline. Gadgets, Dixons
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