Hofstede reveals frames with out exception in display cases, also within the shop window. The products are presented as exclusive products, since the buyers themselves, of course, would like to be special and acquire some thing exclusive. A lot of the frames are locked away and taken out for the individual consultation using the customer. Self-service only applies to sunglasses. The customer will need to be served and be given the feeling that he or she can be a “star”. The shop serves like a stage.