Staffordshire Police want to speak to the man after the incident inside Primark at Stafford Riverside, on Wednesday, September 11.
It is alleged a man exposed himself inside the store at around 11.45am.
Officers are now trying to trace the man in the CCTV image and are asking residents to contact them if they recognise him.
A spokesman for Staffordshire Police said: "Do you recognise this man? We want to speak to him after a man exposed himself in Primark at Stafford Riverside at around 11.45am on 11 September.
"Anyone who has information or recognises the man should email Gareth.Jones@staffordshire.pnn.police.uk."
Alternatively, call Staffordshire Police on 101 or contact Crimestoppers anonymously on 0800 555111 or at crimestoppers-uk.org