Less Clothes, More Customers
Jason Bernal never thought of coffee as a sexy product—until he saw a television show that mentioned Seattle-area bikini baristas.
So he took a leap, ran with the concept, and opened Perky Cups in Aurora, Colorado. In doing so, he became part of a trend in which purveyors spice up normally mundane products such as java, haircuts, or sports-bar burgers by having women wearing bathing suits, lingerie, or halter tops and kilts doing the serving.
Merchants and marketing experts say there’s no research proving Americans turn to skin-touting businesses more often during economic downturns than in boom economies. But businesses have found new and daring ways to attract attention during the recession—and adding a touch of sexiness is a prime way to do that, several say.
“If push comes to shove, their basic survival is at risk, so you’ll see people get very creative and push the edge and do things that we might not otherwise find tasteful,” said Peter Whalen, assistant professor of marketing at the University of Denver’s Daniels College of Business. http://www.daniels.du.edu/ “I don’t think that gives them a competitive advantage, per se. It does give them a point of communication to get people in the door.”
Photo: Kathleen Lavine / Denver Business Journal.
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