So far we have seen the innate differences between the sexes. I would speak of those acquired through culture and education, which have more influence even among marketing to women. In this post, we will take the first strokes.
In the study by The Heart Link women’s network, we discover some interesting insights that reveal opportunities for time to focus on marketing to women.
To begin with, we see that there is increasingly less clear association ” old – style of life,” since there is a wider variety of lifestyles within groups of women of the same age and same style backwards shared by different age .
I invite you to do a little reflection.
A few years ago, if you thought about a 35, usually imagined a married person with a family, now we have the singles, the dinks; single mothers…. segments are gaining more weight. Therefore, at the time to understand the needs of a group is more relevant to look at the lifestyle in their own age, and it is a mistake to continue tagging by age. 50 How many people live like 30?
And speaking of age, sure there are brands that are missing opportunities by targeting only very young women. On the demographic boom of the sixties the weight of women over 40 is increasing, and women between 45 and 55 years are having a higher salary, plus its penetration of social networks is growing. Only in the last 6 months the percentage of women over 55 years Facebook has grown over 170%.
Do not you think that you are not taking advantage of this niche enough that most brands will sack by women in their twenties and thirties?
Zara realized the enormous importance of this segment, and even went further in 2003 when Indicted noted that he was outside his area of influence the female audience over 45 or 55 who in turn was the most powerful purchasing. For this market segment, coinciding with much of the target audience buying in El Corte Ingles and Cortefiel, Amancio Ortega’s group conducted a pilot, a sizing of incorporating broader popular models from these clients.
This market segment is also the greatest potential for growth that has, according to the evolution of the population. Today, Zara maintains its policy of large sizes
And besides, Internet queen women. They spend more time on social networks than men, about 30 % more. The female dominance in some of them as Interest is notorious for over 80 % of women.
And just now, saying that the proposed differentiating, value propositions targeted at women, who make them, laugh or lighten the load of responsibilities that normally carry on their backs, are always welcome. Yes, the humor with women working.
Have you encountered similar cases? What do you think?
Tagged with: age, heart link, influence, innate, internet, lifestyle?, Marketing, purchasing, responsibilities, segment, sex, sexes, speaking, variety, women