The story gives off a tone of male superiority from the very beginning, not from the words of the characters but by the descriptive words are used in the story. The women are immediately seen as lacking morals and dignity, and the men are clearly looking down upon them. Even the fact that a good portion of the story is spent describing the girls attire and looks shows the women as objects that aren't given attention for anything but their bodies. The entire store seems to be completely focused on these women. If a man were to walk into a store shirtless, it wouldn't be an issue. He would walk in, get his items, and be checked out casually. Because these women are good looking, they cause an enormous amount of disruption without even doing anything extreme to cause it.
The dialogue in the story is also very telling. I think the most obvious example of this is when the states that Queenie 'remembered her place.' This is often a phrase men use to put women down when they are showing their supposed inferiority. Another example of offensive dialogue is how the store worker, Sammy, describes the Queenie's breasts. Obviously this is extremely offensive, and objectives her. He then acts like the other girls are pieces of meat, not even thinking about them because they aren't as attractive.
I think Updike writes this story to show societies oppression of women. I wouldn't go as far as to say he's promoting feminism, I just think he's pointing out a societal flaw. Over the course of the story he displays the men as what some would call 'pigs.' They are obsessed with the girls looks and attire, and show no respect for the women as fellow human beings.