Until recently, Hot Topic gave the option of shopping men’s and women’s cloths either separately or together. Now, in a move they’re billing as an improvement on the website layout, clothes are divided by “Guys” and “Girls,” with no opportunity to shop for both.
This is a step in the wrong direction that tells customers that there are rules about what men and women should and shouldn’t wear, an idea that belongs in the 1950s, if anywhere at all. According to their website, Hot Topic was created to fill the void of “cool, music-inspired accessory destinations for both guys and girls.” The store prides itself on rejecting conformity, yet this new design does exactly the opposite.
There is no reason why the website should disallow a previously available option. Tell Hot Topic to return to their old site model that lets customers decide for themselves how they want to shop.
Dear Lisa Harper,
As you may know, Hot Topic’s recently updated online shopping website no longer allows customers to view all clothing, regardless of the items’ target gender. This new division of clothes into “Guys” and “Girls” categories seems to be at odds with Hot Topic’s goal of providing a “cool, music-inspired accessory [destination] for both guys and girls.” Your stores are known for rejecting conformity, yet this new design does exactly the opposite by promoting social expectations of what men and women should and should not wear.
Please do not abandon your company’s principles. Return the online store to its previous model that let customers decide for themselves how they want to shop.
