FEMININITY, PLACE AND COMMODITIES - A RETAIL CASE-STUDY

Recent accounts of the significance of consumption and commodities in the constitution of femininity have stressed the fluidity of consumption practices and the indeterminacy of their meaning for the oppression of women. The role of place in the construction of femininity has not been considered in these accounts, and as such uni-dimensional portraits of the consumption-femininity nexus have prevailed. In this article I offer an alternative place-based account of the construction of femininity through consumption, demonstrating the constitution of gendered relations of consumption in place. In so doing, some of the contradictions in the consumption-femininity nexus are highlighted. Using a case study of one facet of consumption - retailing - I demonstrate the importance of place and context in the construction of femininity through consumption, in three substantive ways. First, the selling of commodities by retail institutions entails the creation of place. Second, the construction of femininity - shopping as an important component of domestic labor and shopping as feminine, is part of this creation of place. Third, this environment and the process of shopping influence the meaning of commodities and associated constructions of femininity.