July 10, 2014 § Leave a comment
Back-to-school is in full swing now. The traditional back-to-school season has changed and marketers need to make note. The reason for many of these changes are year-round school schedules, just-in-time shopping, online shopping habits and budgets. The back-to-school season has become more of a pinnacle of an ongoing activity than a confined season.
How big is back-to-school? The average family will spend $670 on shopping this year, up 5% from 2013 according to the National Retail Federation. However, 21% of families with children in elementary, middle school or high school reported in a NRF survey they will spend less this year.
Did you know? Combined school and college spending was estimated at $72.5 billion, making it the second-biggest season for retailers. Winter holiday ranks first at $84 billion and Mother’s Day comes in at third at $21 billion.
Here are five things to know about this year.
1. Back-to-school shopping starts in July. Americans began their search as early as June last year. Google conducted a study during the 2013 season and found that 23% of respondents began back-to-school research before July 4, with nearly two-thirds (65%) starting by the end of July. In contrast, only 35% said they made a purchase by the end of July.
The spending is spread out over several months, with traditional spending in August and September. The early shoppers take advantage fresh merchandise, early bird sales and comparison shopping, while the later shoppers are necessity shopping and maybe taking advantage of end-of-season sales.
One difference in the early and traditional shopper may be their form of shopping. The early shoppers are using their desktop and tablets to shop, while the more traditional are using mobile devices and shopping in-store.
During back-to-school 2013, competitive pricing was the top use of mobile, with 66 percent of shoppers planning to use their smartphones to obtain price information and 60 percent to obtain discounts, coupons, or sale information–up 15 percentage points from 2012. There is a whopping 78% of smartphone owners using their mobile devices for shopping.
2. Just in time shopping. The mall has been replaced by online and teens are constantly shopping for new ideas. The world of disposable fashion has lead teens to take advantage of affordable retailers and wait to see what their friends are wearing. Digital-native students are shopping constantly throughout the year, even if they’re not buying.
Just-in-time shopping also shows that as many as 50% parents only buy what is essential for back to school and then buy additional needs during the holiday season, when they expect the best deals. It is a way of spreading out the shopping expense to make it more manageable for their budget. And parents are saving money by buying store-brand items, shopping sales and using coupons.
3. Online is #3 destination. eMarketer forecasts that digital sales for the back-to-school season will increase 16.0% in 2014. One-third of all back-to-school shoppers will make an online purchase, and 45% of back-to-college shoppers will head online. According to Deloitte, among top back-to-school shopping destinations in 2013, 36 percent of consumers shopped online, moving online shopping to the third destination behind discount and office supply/technology stores, a significant jump from the No. 8 position in 2012.
4. College Online Spending Big. More than $3 of every $5 aimed at back-to-school clothes and supplies is spent on college-bound students. A PM Digital report shows online shoppers stealing 37% of this market as the online college segment spends over $1,100 per family. In fact, shopping expenditures are higher online – with 37.3% K-12 and 37.1% college students buying through e-commerce.
5. Smartphone Tool for Shopping. During back-to-school 2013, competitive pricing was the top use of mobile, with 66 percent of shoppers planning to use their smartphones to obtain price information and 60 percent to obtain discounts, coupons, or sale information–up 15 percentage points from 2012. There is a whopping 78% of smartphone owners using their mobile devices for shopping.
What should marketers do this season?
1. Make sure your campaigns are live now and active through September. To stand out, thing about using video and consumer stories to help tell the story. Search should be already in place.
2. Make sure content is available on tablet and mobile. Don’t forget social. Hashtags like #stapleshasit and L.L.Bean’s #packmentality, which leapt from social media into display, email and print last season, will proliferate in 2014.
3. Solicit stories from your customers to drive positive reviews.
4. Time your sales (early-bird and end of season) to match buying periods.
5. Differentiate between back-to-school and back-to-college.
July 8, 2014 § Leave a comment
Gender is less of a definer for identity today than it was for previous generations. With Millennials representing 23.5% of the U.S. population, these 18-34 year-olds are changing society in profound ways.
According to the recent Intelligence Group Cassandra Gender survey, more than two-thirds of participants agree that gender does not define a person the way it once did. This survey included 900 people ages 14-34, two-thirds of which are 18-24. Another 60% think that gender lines are blurred. The younger generations are avoiding conformity, and gender stereotypes are just that. Now there is greater fluidity to transition between genders and find the personal interpretation.
According to Peter Sprigg, a senior fellow for policy studies in the Family Research Council, stereotypes have faded: “For example, no one today disputes that women can be successful doctors, lawyers, business leaders, or public officials. Such a trend is far different from asserting that differences between the sexes do not exist, or that such differences are entirely a social construct rather than the result of innate biological factors.”
Here are some additional results from the Cassandra Gender Report:
68% of women and 71% of men felt that it was okay for women to propose to men
95% of women are good with girls playing traditionally male sports
85% of men are okay with stay-at-home dads
94% of women agree with women in the military
81% of men are fine with female breadwinners
From college housing, clothing, language, and parenting we are seeing more gender-neutral trends from the Millennials. Two thirds of the population says that their generation is pushing the boundaries of what feminism and masculinity look like, and the majority is excited about it. The year 2013 included some of the most unisex names to date such as Riley, Peyton, Rowan, and Addison.
But the younger generations are not the only ones noting this gender-free transition. College campuses have been in the lead by creating gender-neutral bathrooms and housing, allowing students to share roommates with any sex. Similarly, state governments have begun changing statutes to include gender-neutral pronouns. Looks like the Millennials are making headway in changing the perception of gender roles.
Post by Claire Whorton, advertising senior at the University of Alabama.
June 23, 2014 § 1 Comment
It seems like a contradiction that Iranian women in compulsory veils are avid buyers of make-up, seek out cosmetic surgery and go to house parties to buy fashion. Thousands of Iranian women are even taking off their veils and publishing pictures of themselves on a Facebook page set up by a London-based Iranian journalist, triggering a debate about the freedom to wear or not wear the hijab. Only posted in May of this year, the site has attracted thousands of likes.
Iranian women are pushing boundaries, with long held memories of freedoms past. They are entering universities and professions in record numbers. Maybe lipstick is just the first bright spot in the fundamentalist culture.
Make-up and Mohammed
Believe it or not, Iran is the second-largest cosmetics market in the Middle East in terms of revenue, behind Saudi Arabia, and the world’s seventh biggest. Women in Iran may wear more make-up than in some western countries.
The Islamic tradition in Iran does not prohibit perfumes or cosmetics. It is said that even Mohammed wore perfume. So, one’s face and make-up are their own form of personal expression in a world of covered heads and loose clothing.
Now, with a female population of more than 38 million women, the cosmetics industry, despite the economy, is booming. Some estimate the market at several hundred million dollars, much of it in the grey market.
Recently the French luxury brand Lancome recently announced a return to Iran after decades away. It is the first time since the 1979 Islamic revolution that a major Western brand has had such a heralded comeback. No American brands have been sold in Iran since the US embargo of the 1980s.
Cosmetic professionals estimate that Iranian women buy approximately one tube of mascara per month, compared to only one every four months bought by the French. Iran has a large youth population, most of whom still live with their parents, allowing them money to spend on discretionary small luxuries like make-up.
Cosmetic Surgery in Iran
The desire for facial beauty does not stop there. Iran has the highest rate of nose surgery in the world. Young people are having cosmetic surgery in the hope of attaining facial features like the actors they see in Hollywood films and Western satellite television programming.
Maison Shopping and Socializing
This focus on beauty seems to be more than a reaction to the restrictive society in which women in Iran live. House parties at maisons with boutique clothing have cropped up all over Iran. Located in homes of the underground merchants, they allow Iranian women to shop and socialize outside of the oppressive societal rules. They can take off headscarves, shop for clothes and visit with friends. And bring a type of societal freedom to their lives.
June 14, 2014 § Leave a comment
Fathers have a big impact on what their little girls do later in life. I remember my husband taking that first look at our little red-head when she was born and saying, “No one is going to stand in the way of anything she wants to do.”
It seems there is actual research to back up the father’s role in gender equality in the workplace, but the research is a little different than you might imagine; it’s not just about attitudes but more about actions. The study, from the University of British Columbia, shows that households with more gender-egalitarian roles actually inspire girls to wide-reaching career roles. Another case of “it’s not what you say, but what you do.”
What does this mean? In households where parents share household duties, girls were more likely to see their future roles with less gender bias.
“Even when fathers publicly endorsed gender equality, if they retained a traditional division of labor at home, their daughters were more likely to envision themselves in traditionally female-dominant jobs, such as nurse, teacher, librarian, or stay-at-home-mom,” reports the Association for Physiological Science.
As the mother, my gender and work equality beliefs are key in predicting my children’s attitudes toward gender, but, according to the study, the strongest predictor of daughters’ own professional ambitions was their fathers’ approach to household chores.
Why is this important to know?
“This study is important because it suggests that achieving gender equality at home may be one way to inspire young women to set their sights on careers from which they have traditionally been excluded,” says Alyssa Croft, a PhD Candidate in the University of British Columbia’s Dept. of Psychology.
Back to the Dunham household, I have to thank my husband on this Father’s Day for being an inspiration for our daughter. He has been there to share in everything as we brought up a strong daughter and strong son. He has cooked, folded clothes, fixed cars and even shopped with our children. Today, our daughter is a rising public relations professional.
June 7, 2014 § 2 Comments
Having the perfect marriage and the nuclear family of two parents, 2.5 kids, and a house in the suburbs is no longer the ideal of many women. There is now a significant portion of women who are not marrying, marrying later, living single, living with a same-sex partner, divorced, or widowed. One-third of all women, or 19 million women, do not have children.
DeVries Global has done research on women in 2014 with a specific focus on “The Otherhood” – women who do not have children by choice or chance. Research shows this is a large group; some 47% of women of the childbearing age in the US do not have kids.
Here are some of the insights about these independent women who are not parents.
1. Well educated and Smart. The research found that 75 percent of women without children had some college or above, compared to 67 percent of women with kids. Additionally, 37 percent have a Bachelor Degree or higher while almost 10 percent have an advanced or professional degree.
2. Social Clout. These women have an extremely large social network consisting of more than 1500 friends and followers across several social media platforms. She spends approximately the same amount of time on social networks as moms (28 hours per week!) but her choices might be less Facebook and more Pinterest.
3. Spending More Per Person. She is spending outspending mom on a per person basis. She is spending double on beauty and personal care and 35% more per person on groceries. She is more likely to shop in a drugstore than a Wal-Mart or Target. She has a monthly budget and she uses coupons. She is slightly more likely to compare prices online.
4. Finding Success, Then Love. The top priorities in her life are career success and love. Oh, and love does not necessarily mean marriage. They rank marriage and having kids well behind finding love. Many want to establish their careers before they consider marriage. It’s more about self-reliance.
Dr. Janet Taylor observes, “Having it all doesn’t just mean you are a working woman who is a mom, having it all means having a life that has meaning and purpose. If you are single and childless, you can still have that.”
5. Loving Children. The study found that children play an active role in the lives of 80 percent of non-moms. And 36% of non-moms are voluntarily without children. When asked if they wanted children of their own, the group had diverse answers. While being an aunt is enough for some, nearly half (46%) of non-moms want to be mothers. Some 18 percent are on undecided. For those undecided or do not want children, giving up their freedom was the number one reason non-moms were hesitant about having children.
6. Free to Travel. Women are living an independent lifestyle, traveling more often and many times alone. Fifty-nine percent say travel is a passion. Non-moms spend 60% more days abroad per year than moms, and those that are in a relationship spend more than twice as much time away with their partner than mom.
7. Happy and Fulfilled. Non-moms can find happiness in rich and intimate friendships, meaningful careers, lives of adventure, and love in different forms. There is no longer a stereotype that having children is the only path – 80 percent of non-moms felt they could lead a happy life without children, whether or not they want children of their own.
How to Reach these Independent Women
• Show her life with authenticity. Don’t focus just on the work component.
• Celebrate her independence, resilience and autonomy.
• Recognize her influence online and her taste.
• Look for opportunities to market to her like solo travel experiences.
• Segment her psychographic group as a target audience, looking at her buying habits and needs.
May 17, 2014 § 2 Comments
New research shows that female CEOs and senior executive women like Jill Abramson are more likely to be abruptly fired, thrown off the “glass cliff”, than men. Researchers at Strategy& have released a report that found that women are forced out of chief executive positions more than a third of the time, while only a quarter of men in similar positions experience the same fate. Oh, by the way, women only represent about 3% of new CEOs.
An illustration of this phenomenon could be the recent unceremonious departure of Jill Abramson as executive editor of The New York Times. Reporters everywhere are trying to get to the bottom of the story. Is this a story of classic gender discrepancy where men are seen as strong, driven, and effective leaders while women are seen as churlish, pushy and bossy? Was she a victim of the “glass cliff theory” where companies promote women to power in times of corporate crisis and then see their “management styles” as ineffective? Doing your job may not always be enough. During Abramson’s tenure, the New York Times won eight Pulitzer prizes, signups for digital increased, and the company stock doubled.
What does research show?
Women are more often hired from outside the company and women are more often forced out of the office (38% women vs. 27% men). Many of these companies still lack enough female senior executives below the CEO level who can move up to a CEO position. Companies hiring female executives from outside are also likely to be less tolerant of shortcomings than they are with executives groomed in-house. And external CEOs are seven times more likely to be dismissed after a short tenure. What happens after a female CEO is fired? The boardrooms fall back into traditional behavior - they hire white men with experience.
Should we “Ban Bossy”?
Sheryl Sandberg and the Girl Scouts agree on one thing – We should “Ban Bossy”. The word bossy can discourage women from seeking leadership positions. In one of Sandberg’s anti-bossy spots, celebrity Beyoncé proclaims, “I’m not bossy. I’m the boss.” According to the Girl Scouts Ban Bossy National Youth Poll 2014, more than a third of girls who are called “bossy” lose interest in leading and stop making decisions or suggestions.
While women are increasing the top levels of management, there is still a long way to go. The proportion of women in the CEO position has doubled to nearly 4% in the past five years and could rise to 33% by 2040. But old habits, the gender norms of corporate leadership, remain hard to change.