Shop at Your Leisure
By definition, especially as originally devised, pajamas are leisurewear. Also by definition, as we do not work and shop simultaneously, shopping is a leisure activity. Ergo, pajamas may be considered appropriate shopping attire.
Not at Tesco, however, where a branch has posted a ban at the entrance defining pajamas as nightwear that may be offensive to other shoppers. Notices outside the store near Cardiff, in Wales, warn that "Footwear must be worn at all times and no nightwear is permitted."
A Tesco spokesman told the BBC News that he was not aware of any other Tesco stores having to put up similar signs.
"We're not a nightclub with a strict dress code, and jeans and trainers are of course more than welcome," he said. "We do, however, request that customers do not shop in their PJs or nightgowns. This is to avoid causing offence or embarrassment to others."
Tabloid newspaper, The Daily Mirror, reported that a 24-year-old mother of two was asked to leave by a security guard.
"I've got lovely pairs of pajamas, with bears and penguins on them," she said. "I've worn my best ones today, just so I look tidy ... I was going to buy £100 worth of stuff in here today and they've made me leave my trolley in the aisle. So they've lost out."
Describing the ban as "ridiculous" and "pathetic," she added that it was a regular habit. "It's not as if they're going to fall down or anything like that. They should be happy because you're going to spend all that money."
The Mirror spoke to one other mother who agreed and called the policy "pathetic" as well as one who expressed surprise at the ban because "it happens so often no one takes any notice."
Meanwhile, the shoeless-ban drew some media attention after Dave Richards of Derbyshire (many miles from Cardiff), who said he hasn't worn shoes for the past seven years, was turned away by several branches of the supermarket chain. A request for an explanation to chief executive Sir Terry Leahy, elicited similar response from the customer services department that other customers might be offended. Although Tesco doesn't have a national policy around wearing shoes, their spokesman said, "Most of our customers would expect to see other customers wearing some kind of footwear." But he did offer to "discuss the issue" if Mr Richards has a "medical reason" for not wearing shoes.
Discussion Questions: What's your view on customer dress codes at retail? What would be the reaction to such ban on pajamas in the U.S.?
[Author's commentary] One (nameless) RetailWire colleague says "most of the boys are still wearing their pants below their boxers these days so in some ways they are more covered wearing the PJs." Other American friends joke about "getting dressed up to go to Wal-Mart" as they put on old torn jeans and T-shirts. Which could make you wonder where fashion lines should be drawn - if at all - and by whom.