September 30, 2017 § Leave a comment
Beyonce’ may have had a hit with Put a Ring on It but there is a growing consumer trend among young adults who are not married, not living with a partner and are without children. These women are “single indies” and they are an emerging consumer segment buying their own rings – and everything else.
There are some 31 million “Indie Women” constituting about a third of all adult women; they tend to have more disposable income than other women, spending $1 trillion each year — $22 billion on vehicles (five times more than independent men), $20 billion on entertainment, and $50 billion on food; they over-index for television by 12%, watching 15% to 64% more late night programs than average women; and they are multi-screen users.
They are also more socially engaged online both as info seekers and as advocates, being 6% more likely to pay attention to online consumer ratings and reviews, and 12% more likely to say their friends ask them for health and nutrition advice. And they are 10% more likely to say they are pretty much first among friends to shop at a new store.
And they are successful, being the first generation of women to reverse the ceiling in school and at work. They are 57% of undergrads, 59% of masters degree holders, and 52% of managerial positions. The appeal of this market is beginning to grow among brands seeking to reach the younger audience.
2014 was the first year there were more single American adults than married ones in the U.S.
One of the interesting purchase trends is jewelry. A study on jewelry purchases by the market research firm Mintel, conducted in 2012, showed that more than half of the women who bought for themselves did so simply to treat themselves. Occasions for women buying jewelry for themselves include marking an important life event such as birthday, career success or certain occasion, a bonding experience with someone like a friend or child, or anniversaries like surviving cancer.
And back to Beyonce’ — it seems that women are really buying diamonds for themselves instead of waiting on a groom. The disposable household income of the independent women buying diamonds is more than $90,000.
The idea of “Treat Yo’ Self” was born out of a 2011 Parks and Recreation episode in which Tom Haverford (Aziz Ansari) and Donna Meagle (Retta) spend a day celebrating themselves by buying stuff like “clothes, fragrances, massages, mimosas, and fine leather goods.” When it aired, the “treat yo’ self” catchphrase immediately became part of millennials’ vocabulary. So now advertisers have used the phrase to connect with this self-purchase trend.
Marketers are developing new approaches and new language for self-purchasing women, trying to appeal to them.
April 18, 2016 § 1 Comment
The mall is no longer the cultural center of consumerism. The crown jewels of mall shopping like Macy’s, J Crew and Sears are suffering. Some predict 15% of malls will fail or be converted into non-retail space within the next ten years. In 2015 major retailers saw sales move away from brick and mortar stores while online giant Amazon increased sales 97%.
There are many reasons contributing to this decline but most importantly, there is a new savvy shopper out there who wants or needs new experiences.
- The mall as a hangout or destination is no longer necessary. Young people used to go to the mall to see and be seen. Today, social media, text messages and video chats replace some of that social activity. Movies can be downloaded. And goods are accessible online. So, the number of retail visits continues to fall. Time saving is paramount for many.
- The middle class shopper has moved on. Only upscale shopping centers are surviving. The affluent are keeping luxury brands in business, but middle class shoppers have left semi-luxury brands in favor of cheaper alternatives. The middle class shopper is less financially able to shop malls. Upscale malls in “super zip codes” are doing well, but the middle class mall is suffering. Middle class shoppers are seeking out dollar stores and stand alone retailers like Walmart and T. J. Maxx.
- Savvy shoppers are in control. Educated shoppers know where to get the best deal. Shopping decisions start online with price comparison. Some 87% of smartphone and tablet owners use a mobile device for shopping activities according to a Nielsen report. While 59% said online shopping was actually their favorite way to shop, many still prefer going to a store after checking prices online. Purchases are moving online, particularly with the prevalence of free shipping at many online retailers. Purchases are going to mega sellers like Amazon, department store online shops, boutiques, designer sites and buying clubs like Gilt and RueLaLa. With this type of price scrutiny, retailers have moved to heavy promotional selling.
- Fashion is moving to more year-round clothing. Traditional seasonal shopping has been replaced by just-in-time shopping to more closely follow current weather patterns. Year-round shopping and the prevalence of discount fashion like H&M has changed patterns and total expenditures.
- The retailer options have continued to grow. Premium outlet centers has replaced the mall for many bargain seekers and sales continue to grow. But discounting by major retailers and the continued growth of online shopping may make outlet centers less attractive for savvy shoppers in the future.
February 11, 2016 § 1 Comment
We couldn’t believe it when Barbie stopped by to talk to us about her new curves. Was it Beyonce or Barbie? Oh well, her new dolls now strut four new body types and, even more skin tones and hairstyles. It seems her bosses at Mattel have been putting Barbie through a transformation in the past two years to make her more like real girls.
There has been a long-time criticism of dolls that do not portray accurate body images. Since her introduction in 1959, the Barbie doll has been at a center of debate because of her unattainable female image, seen as harmful to shaping children’s sense of ideal. Adult women still agonize over their shape and weight.
Barbie says Mattel has responded to create images of women that give girls and boys a better reflection of diversity and body types. She wants to move into a new era of body acceptance that is represented by not one but 33 different versions of Barbie – four different body types, 22 eye colors, seven different skin tones, different face shapes, and 24 hair styles. The original 11.5″ Barbie represents a woman whose figure measurements were 38-18-34.
The new debut is not solely a matter of cultural relevance. The once trendy Barbie powerhouse brand has suffered in recent years as girls have turned to other toys and electronic options. The brand has experienced double-digit declines in recent years. Yet, some 92% of American girls age 3-12 have owned a Barbie.
Children seem to understand and appreciate that the new Barbie dolls now look more like them with different types of hair and body shapes and feet that will fit into running shoes as well as runway shoes.
Mattel has been working to shape Barbie into realistic body standards including feet that are not perpetually shaped to fit into high heels.
Barbie told us the new shapes will be available for sale March 1, with some 33 new versions of the fashionista available.
Barbie says she hopes the new dolls will be a better reflection of what true beauty is. But Barbie says that even her new look is not without criticism. Some say that the doll is still focused only on appearance, fashion and stereotypical interests of women.
As I talked to Barbie, I thought about my own childhood. I never owned a Barbie doll but I did have lots of dolls, beautiful ones that did represent more normal shapes. Was my mother ahead of her time? I don’t know but I do know that self-esteem is shaped by more than a doll.
November 9, 2015 § Leave a comment
Millennial foodies are the new “tastemakers”. What Millennials want in food today is what the rest of the world will soon be asking for. This savvy generation loves lots of informal celebrations, intense flavor profiles, ethnic cuisines, more natural foods and lots of snacks. Champagnes like Chandon are courting Millennials as an irreverent celebration alternative to their parents’ brands and are designing bottles to fit their occasions.
Restaurants are working hard to cater to millennials as their incomes and spending habits grow. Here are some important facts to understand.
- They eat out more often. 53% of the group goes out to eat once a week, compared with 43% for the general population. They eat out more often in all categories – quick serve, casual dining and fast casual. While they all eat fast food, millennials don’t want to admit to eating it. They are the least likely to recommend fast food to others. Fast casual is their favorite. Millennials compose 51% of fast casual customers.
- They want healthy food which means fresh, less processed and with fewer artificial ingredients.
- They want food that comes from socially responsible companies. Types of companies that they like include those who have principles around fair trade, sustainability and fair wages. Companies that exhibit these qualities include Starbucks and Chipolte.
- They like to support local restaurants. Again this means higher quality food, social ethics, ethnic foods and flavor profiles.
- They want convenience which translates to easy online ordering, stellar apps and rewards programs. Starbucks has scored big with their new app revamp for pick-up orders.
- Sriracha is on everything. It is stocked in 9% of American households and in 16% of those under 35.
- They celebrate a lot. According to CEB Iconoculture, Millennials are celebrating more than just the traditional holidays. Super Bowl Parties, May the 4th Be With You celebrations (for Star Wars fans), and single girls’ gatherings for Valentine’s Day are just a few ways Millennials are celebrating outside of traditional holidays.
- The line between snacks and meals is blurring. According to research by Barkley and BCG, Millennials tend to snack far more than older generations. It is very common for Millennials to regularly have snacks in the mid-morning, mid-afternoon and late at night.
On the alcohol side of things, Chandon reports that 27 percent of adult millennials now choose beer as their favorite alcoholic drink and a lot of that beer is craft beer. But beer consumption is down from 33 percent in 2012, leaving room for other products including vodkas, wines and sparkling wines. Millennials like craft brands and made-for-me brands. Chandon has targeted Millennials with its “celebrate everyday” strategy, moving sparkling wines from only end of year special occasions to everyday occasions. Since Chandon is technically not Champagne since it is from Napa Valley, the wine has become Americanized. Chandon has been able to reimagine how sparkling wine can be consumed—and by whom. Chandon typically sells for a lower price point as well.
But price alone is not enough to lure young adults. They seek an experience. Chandon has given the classic champagne bottle a trendy makeover and creates seasonal designs for its bottles. Last year Chandon put out three limited-edition bottles that are scrawled with the phrases “The Party Starts Here,” “Bring on the Fun,” and “I am the After Party.” Ideally, consumers can pick out the bottle that matches their personality. Their marketing also matches this new look with a heavy dependence on social media using image heavy social platforms like Instagram.
“Any marketer will tell you that it is very difficult to change consumer behavior,” Cristian Yanez, VP of Estate and Wines at Moet Hennessy USA, Chandon’s parent company says. “But with sparkling wine, we’ve found that a simple approach works best. I know it sounds a bit basic, but just giving people another excuse to drink a bottle of sparkling wine is sometimes all we need to do.”
November 9, 2015 § 1 Comment
It’s no secret that the average American woman is a size 14. And it seems that American fashion is beginning to take note.
Several things have happened recently to amp up the plus size movement. Project Runway celebrated its first plus size fashion designer win last week. Ashley Tipton is only the second designer on the show who has specialized in plus sizes. Her unique collection celebrated her Mexican heritage, a nod to Frida Kahlo and a fashion forward plus look. Recently Melissa McCarthy launched her own clothing line which is carried at retailers like Nordstrom’s and shopping network HSN.
According to market research firm NPD group, sales of plus-size clothes grew five percent in 2014, making it a $17.5 billion industry. What’s more the study defined ‘plus-size’ as U.S. size 18 and up, whereas in the fashion industry it starts at size 14, meaning the growth may well have been significantly larger.
Over the past two years, plus-size sales within the e-commerce category have grown 31%. Online shopping seems to take a larger share of plus size shopping. Even traditional retailers have more plus size options online.
Most plus-size women feel that their body size is not sufficiently represented in fashion and retail. A recent study from ModCloth found that 46% of plus-size women ‘never or rarely’ find clothing that flatters their body.
The online retailer surveyed more than 1,500 women to determine how they feel about the current state of the plus-size market. They found that most women are dissatisfied. Some 81% said they would spend more on clothing if there were more options available in their size.
November 8, 2015 § 1 Comment
Want to know something right away? The Google Consumer Survey is a new way to quickly answer marketing questions like “are brides keeping their maiden names”. The New York Times recently quoted a Google Consumer Survey, reporting some 20% of women married in recent years have kept their names. The Google Consumer Survey is a great alternative for quick-turn around questions. How does it work?
If you are thinking about a pre-test of a marketing campaign, testing some key product messages or gauging opinion or reactions, Google Consumer Surveys could be your answer.
With Google Consumer Surveys, you can write your own survey questions online. You pick your target, either the entire US internet population or a custom audience: 25-34 year olds, people who live in Nashville, women, etc. The survey can be fielded to a validated, representative sample of respondents whenever you want it. That means quick results.
Where do the respondents come from? Unlike traditional survey methods, Google survey respondents are people browsing the web who come across your questions as they seek out online content, such as news, entertainment and reference sites. I have answered questions on sites like The Tennessean to be able to access stories. Users answer up to 10 questions in exchange for access to the content.
Google says they automatically aggregate and analyze responses, providing the data through a simple online interface. They give you interactive histograms, clickable demographic segmentation and comparisons, and statistically significant insights―all easily sharable. Results appear as they come in, with full survey completion within days.
And pricing is really attractive. General population surveys are $.10 per complete for 1 question surveys and $1.00 per complete for 2-10 question surveys (regardless of how many questions you have).
Surveys targeted towards specific age, gender, or location demographics are now $.15 for 1 question surveys and $1.50 per complete for 2-10 question surveys.
So back to maiden names for women today! The Google survey found that higher-income urban women were much more likely to keep their names. The Times compared this subgroup to the wedding pages of The Times. Their results: nearly half of women featured in The Times since 1985 changed their names, while about a quarter kept their names and a quarter did not say, according to an analysis of 7,835 opposite-sex wedding announcements in five-year intervals.
It seems the resurgence in keeping names could be because women now go to college at higher rates than men, celebrities usually opt for their single names and couples commonly live together before marriage using both names. By the time, women marry, they have established themselves by their maiden name.
So, Google on friends.
October 6, 2015 § Leave a comment
We haven’t heard Brenda Lee singing Rockin’ Around the Christmas Tree yet, but holiday shopping has already begun. Around 32 million Americans –- or 14% of consumers -– have started their holiday shopping. Or should we say 32 million women have started their shopping?
Google has identified five holiday shopping trends we need to watch this year, based on last year’s behavior.
- This will be the most connected holiday shopping season ever. Forty percent of holiday shopping occurred online last year and this year will be bigger. We rely more on the internet for holiday research than we do friends and family.
- Mobile will continue to influence more sales. Nearly 28% of all retail sales were influenced by shopping-related mobile searches. Fifty-three percent of those who shopped online used mobile smartphones and tablets to make purchases.
- Early shopping will take away some of the clout of Black Friday and Cyber Monday. Some 48% of holiday shoppers say they did the majority of their shopping on or before Cyber Monday, up from 40% in 2013.
- Consumers more open to new stores and brands for holiday shopping.More than half of shoppers were open to buying from a new retailer and 41% actually made purchases at new retailer.
- Holiday shoppers turn to peer review on You Tube. Of people who watched online videos to help with holiday shopping, 68% preferred product videos from “people like me.”