Unformatted text preview: s! I Did I t Again,” I v isit Club Libby Lu, the mall shop dedicated to the “Very I mportant
Walking into one of the newest links in the store’s chain, in Natick, Mass., last summer, I had to
tip my tiara to the founder, Mary Drolet: Libby Lu’s design was flawless. Unlike Disney , Drolet
depended on focus groups to choose the logo (a crown- topped heart) and the colors (pink, pink,
purple and more pink). T he display s were scaled to the size of a 1 0- y ear- old, though most of
the shoppers I saw were sev eral y ears y ounger than that. T he decals on the walls and dressing
rooms — “I Lov e Y our Hair,” “Hip Chick,” “Spoiled” — were written in “girlfriend language.”
T he y oung sales clerks at this “special secret club for superfabulous girls” are called “club
counselors” and come off like y our coolest baby sitter, the one who used to let y ou brush her
hair. T he malls themselv es are chosen based on a company formula called the G.P.I ., or “Girl
Power I ndex ,” which predicts potential sales rev enues. T alk about newspeak: “Girl Power” has
gone from a riot grrrrl anthem to “I Am Woman, Watch Me Shop.”
I nside, the store was div ided into sev eral glittery “shopping zones” called “ex periences”:
Libby ’s Laboratory , now called Sparkle Spa, where girls concoct their own cosmetics and bath
products; Libby ’s Room; Ear Piercing; Pooch Parlor (where div as in training can pamper stuffed
poodles, pugs and Chihuahuas); and the Sty le Studio, offering “Libby Du” makeov er choices,
including ’T ween I dol, Rock Star, Pop Star and, of course, Priceless Princess. Each look includes
hairsty le, makeup, nail polish and sparkly tattoos.
As I browsed, I noticed a mother standing in the center of the store holding a price list for
makeov er birthday parties — $22.5 0 to $35 per child. Her name was Anne McAuliffe; her
daughters — Stephanie, 4, and 7- y ear- old twins Rory and Sarah — were dashing giddily up and
down the aisles.
“T hey ’v e been begging to come to this store for three weeks,” McAul...
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This document was uploaded on 02/17/2014 for the course ENG 101 at Roosevelt.
- Spring '12