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.”
July 1, 2015 § Leave a comment
What happened to fashion’s love affair with youth? Are we finally acknowledging the beauty of older women? There seems to be a new attitude towards style at any age. Cher is the latest in a string of new celebrity endorsers for brands like Marc Jacobs that include interesting older women in their ads like 93-year-old Iris Apfel, 69-year-old Helen Mirren, 65-year-old Jessica Lange, and 63-year-old Angelica Huston. It seems that brands are embracing the buying power of older women.
Kate Spade featured 93-year-old legend Iris Apfel in her recent fashion campaign. Fashion house Celine launched a flare with their Spring 2015 campaign using 80-year old author Joan Didion. Helen Mirren, 69, and Twiggy, 65, are brand ambassadors for L’Oreal. Catherine Deneuve, 71, models for Louis Vuitton, Jessica Lange, 65, for Marc Jacobs and Angelica Huston, 63, for Gap.
Millennials seem to have a fascination not only with vintage clothes but with the older woman and her style. My daughter introduced me to the blog and documentary Advanced Style that has become a bit of a phenom among younger women. The work focuses on sartorially adventurous women who are fashion plates of a certain age.
Why are major brands betting on these faces? There is a universal acknowledgement that wealthier older women are more likely to purchase high-end goods. Just like Baby Boomers have changed culture at every age, they continue to have an impact as they enter their older years. Baby boomers control more than 80% of all financial assets and account for as much as 60% of consumer spending. Brands are embracing the buying power of older women. Consumers of a certain age like to see the “best” of their generation and aspire to look as good as Helen Mirren or Jessica Lange.
The 55+ set have their place in all types of shopping including the television shopping channels. Iris Apfel has her own line of jewelry on HSN, Iman has her unique fashion line on HSN and Joan Rivers, even after death, continues to have a presence on QVC. Not surprising, HSN reports their average buyer is someone who knows what she wants. A lot of the women who are frequenting these television retailers are professional women, buying while they’re at work, browsing online at the office. QVC and HSN shoppers are more affluent consumers, and they are also repeat buyers. Most of them buy about ten times a year, so they’re loyal. Our postman told my husband that once a QVC package lands on a doorstep, there are many to follow.
While brands may not exclusively rely on older style mavens, some reported they are instituting a multi-generational approach, while they also embrace a multi-size approach.
Age seems to be relative these days. It’s more about how we feel than our chronological age. Maybe we are now accepting age as a sign of confidence and self-assuredness. It is a good thing to have matured into an interesting and beautiful being.
July 1, 2015 § Leave a comment
A new Harvard Business School study should eliminate “working mom guilt”. Moms who work outside the home may be doing something really positive for their children. And that’s a good thing since nearly three-quarters of American mothers with children at home are employed.
The study reports daughters of working mothers are more likely to be employed, hold supervisory positions, and earn more money than daughters of non-employed moms. In the United States, daughters of working moms earned 23% more than daughters of stay-at-home mothers.
The working paper (pdf) published June 19 by the Harvard Business School also found that working moms also had a statistically significant effect on their sons. The sons are more likely to spend time caring for family members and doing household chores than are sons of stay-at-home moms. In fact, the sons here in the U.S. spent seven and a half more hours a week on child care and 25 minutes more on homework. The study did not show an influence on the careers of sons because there has always been an expectation for men to work outside the home.
We working moms seem to impart different attitudes towards gender roles to our children which have an impact on their attitudes towards work and home life. The researchers found that 33% of daughters of working mothers held supervisory roles, compared to only 25% of daughters of stay-at-home moms.
While the mommy wars may continue on some level, it is clear that having a working mothers has economic, educational and social benefits for children of both sexes.
March 10, 2015 § 3 Comments
Women are traveling more than they have ever before. Travel experts think that women represent the most important and fastest growing segment of the travel market, in terms of both leisure and business travel.
Phyllis Stoller is truly an expert on women travelers. As head of The Women’s Travel Group since 1992, she is on the front line of travel trends and shares her Top Ten 2015 observations with us. She says that women continue to lead in researching their trips, are seeking more exotic destinations, and are more interested in a healthy diet while traveling. Understanding these trends is important to marketing to women travelers.
Here are her top ten new trends:
- Live for today spending. Overall, a carpe diem mentality is surpassing budget concerns. Maybe it is the economy or maybe single women are finally more affluent. A recent article in the NY Times examined the lifestyle of a healthcare employee, concluding that her higher-per-hour salary put her in a strong financial position for increased spending. And we are seeing these more affluent women traveling. These women are in a professional position that allows for more discretionary spending.
- Women are requesting specific experiences. Online review sites are helping define and prioritize what women will do with their time on a trip, even where they will shop. I have seen actual shopping lists with specific names of oversea stores. Online reviews encourage list making. We observe women listing specific places they want to visit on an itinerary, rather than stating just a destination like Tuscany.
- We still see unusual trips selling out fastest. The idea of leaving ‘your comfort zone’ has leaked into travel. A frisson, even a little scary, is a draw for many women. Women are seeking unusual and new destinations while men are more satisfied with more predictable golf resort destinations. Women are also looking for more intellectual stimulation and experience in their travel; 75% of those who take cultural, adventure or nature trips are women.
- Healthy diet on the road is increasingly important. As regional cuisine has become more sophisticated throughout the US, fine dining overseas is less of a priority, unless it comes with an experience (famous farm meal, known winery, cooking demo).
- Hotel amenities become part of the travel experience. Along with the more liberal spending for travel, we notice women are again using hotel amenities like spa services. Their enjoyment of travel extends beyond the last tour, as women pack use of the hotel into each day. Today’s working women seek quality hotels and services equivalent or better than their business travel standards.
- Smartphones are the new travel accessory. Everyone has a smart phone. Older women will actually get their smart phone before a trip as part of their travel gear. Wifi is the new umbilical cord for many. Entering a lovely hotel with wifi, women will look at their phones before admiring the lobby.
- Solo travelers still penalized. The single supplement is still an issue regarding cost and availability. Women are frequently penalized with a premium applied by some travel companies for traveling alone. Sharing is an option many still choose. But with a stronger economy, the single cost is slightly less formidable this year.
- Frequent flyer consultants needed. Frequent flyer mile accumulation continues to bother women; part of our job today is to help with creative uses of frequent flyer miles. Tour operators need to be frequent flyer consultants or lose passengers’ attention.
- No age limit for traveling. We see women 80+ still happy to travel and not just on cruises. As an FYI, three women of this age group went to India with us October 2014 along with other women aged 40+.
- Airline upgrades are more frequent among women. Maybe the upgrades are a sign of the economy or extra frequent flyer miles. But the upgrades are also a trend of not being afraid to spend money on one’s self.
Read more trends about marketing travel to women here.