International News - Sony to target women in Style shop push

Sony Electronics will open more of its smaller Sony Style shops in key US retail markets and hopes to win more female customers by locating stores in high-end fashion malls.

'We place significant emphasis on the female market,' said Sony Style retail stores vice president Dennis Syracuse.

'We have found that it is often an uncomfortable experience for females to buy electronics. Our goal is to demystify technology and create a comfortable environment.'

At present, there are four Sony Style shops, of which two are the new smaller format; 6,000 sq ft (555 sq m) compared with 20,000 sq ft (1,860 sq m). Smaller shops do not stock the full range, but have dedicated demo areas where shoppers can test the latest gadgets.

A spokeswoman said: 'The new stores are designed to serve as a showcase for Sony's most innovative electronics and entertainment products and services, and will focus on educating consumers about how products connect with each other.'