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What is the biggest ‘myth’ brands and marketers have when it comes to the female consumer? To get you started, here are a few of our favorite ‘myths’: 1. Women do not have purchasing power in such categories as automotive, real estate or home electronics. 2. Want to make your product appeal to women? Just make it pink. 3. Boomer women have no money. 4. Women love when you portray the men in their lives as stupid or silly. Myth 5: Marketing to women will alienate men. Myth 6: When a couple makes a decision together, or “jointly,” the man has had as much influence on the final brand choice as the woman. Myth 7: Younger women (Gen X, Y, Millenials) are more responsive to cause- and purpose-based marketing than older women (Boomers). Myth 8: Lots of women today are working in the jobs we see them in on TV – lawyer, surgeon, cop/detective, TV show writer, newscaster, etc. What are yours? ...to follow up on Marti Myth 9: if you’re going to show a woman in your ad, make her a mom Myth 10: If you want to show a woman being active, show her doing yoga since women don’t really participate in sports Marketing fashion to boomer women. It may seem stereotypical to write about marketing fashion to women, but this post is more of a warning bell than discussion of styles and crazes. And, let's face it, women purchase much more apparel than men do (like with most other consumer goods). But they aren't buying as much. Overall, women's apparel spending is on a downward trend, with the average household spending dropping 12% between 1997 and 2009. (2009 is the latest year for which we have consumer expenditure data.) In the midst of this trend, the fashion industry might want to take note that consumers 35-to-64-years-old are spending more on women's apparel than consumers under 35. Not just a little more. Older women are spending 88% more than younger women on women's apparel. Boomer women, those 46-64 years old, are spending 62% of that total. But the fashion industry seems to be ignoring this clear marketing to women opportunity. Benja is currently writing the new and groundbreaking book Think like a women! Gyldendal Business. Read more... Source: Marti Barletta, author of Marketing to Women; & PrimeTime Women |
