I am not at all surprised to read that men and women have different relationships with big brands. Whether we like it or not, genders display stereotypical differences from birth so perhaps we should just accept this and not try to be PC in our business dealings.
After all, were we not taught segmentation as a very elementary marketing technique?
I mention this because, according to The Centre for Brand Analysis (TCBA), women are attracted by gender stereotypical brands such as cosmetics, fashion and household products.
As if this would be a surprise to anyone (other than so many men reading Good Housekeeping perhaps…)?
Apparently the most attractive brands to women are Braun, which achieved 24% more female than male votes in the Superbrands poll, Fisher-Price with 23% more votes and Bobbi Brown with 22% more.
Other female-oriented brands that show a high gender bias in the survey’s results are Good Housekeeping magazine (19% more female voters than male voters), pushchair manufacturer Silver Cross (18% more), crayon maker Crayola (17% more) and tissue brand Kleenex (16% more). Providers of luxury experiences, such as spa Champneys, resort chain Sandals and luxury products such as Royal Doulton, Swarovski and Whittard of Chelsea also demonstrate a clear female bias.
Marketing Week comments “Despite this, brands still have to work out how they can appeal to women and there is no single strategy for marketing to them.”
I’d suggest that’s because we are a more complex gender to market to because we go through more life cycle step changes than most. For example we are more likely to be shopping for children/older relatives or with their needs in mind, whatever our age.
And increasingly we are wealthier, more independent and more assertive when it comes to our shopping behaviour.
I’d be interested to know the research about motoring, for example. Certainly the UK motor industry is well overdue a female friendly business makeover although it’s a tough market to crack. Many businesses can’t even sign our straightforward FOXY Promise because they are being paid on a commission basis (so they can’t in all honesty promise they won’t sell customers services we don’t need…)
“I’d also add that imho women are the fussier shoppers so we can be harder to please! Businesses that are seen as female friendly are therefore going the extra mile for all shoppers, not just women. So to see a female friendly sign on the door is a good thing for men too.
FOXY Steph
Search for the good and female friendly UK garages near you.
Find out about a motoring association for women and enjoy female friendly services for a change.
