I am a nerdy, American researcher. No one has ever thought of me as fashionable. What I do know about is shop and shopping. I’ve always been good at watching people. Because I grew up with a terrible stutter1 and was not comfortable talking, I learned to observe as a way of understanding social rules. I’ve turned this coping mechanism2 into a profession. What I have done for the path twenty-five years is research shopping behavior: I simply walk around malls and shopping streets and figure out what motivates people to buy things. What makes someone stop and look at a store window? What make a woman go into a store? What makes a man buy something?