Does Your Brand Empower Women Consumers?
It should. Retailers, brands, and companies everywhere are focusing on the power of the female consumer. Big brands and companies finally woke up to the fact that the female consumer demographic is strong, powerful, and dynamic. The woman consumer is now being catered to and pampered by many established luxury brands including Rolls-Royce and Four Seasons. Luxury brands finally have realized that women want pool-side dining and luxury cars too.
The Four Seasons Hotel Cairo Targets Women Travelers
Luxury hotels, like the Four Seasons, are noticing that women love to travel and enjoy lavish luxuries. The Four Seasons Hotel Cairo at The First Residence has created a multichannel marketing campaign designed to reach out to the affluent women travelers of the world. This location is very appealing to the affluent woman because of the lavish luxuries, shopping boutiques, spa and poolside dining. The Four Seasons Hotel Cairo’s new advertising campaign will feature the “Ladies Luxury Package” which can be found via print, online and other digital outlets in the near future. “This package was formulated to address the needs arising from the significant increase in women business travelers, both internationally and regionally,” said Daniela Skopnik, director of marketing at Four Seasons Hotel Cairo at The First Residence. The Four Seasons Hotel Cairo is even developing a “women-only floor” that is being created in response to the rising number of solo female travelers. This luxury getaway starts with airport transportation in a BMW 5 series and continues with access to a nearby mall that contains over 50 luxury retailers including Bulgari, Salvatore Ferragamo and Tiffany & Co. The Luxury Ladies Package starts at only $1,660 for two women and the package is listed in the Offers section of the hotel’s Web site.
Rolls-Royce Targets Women Buyers
Rolls-Royce is one of the most well know luxury vehicle brands with over 107 years of tradition. The Rolls-Royce brand is beginning to mix things up a bit thanks to Kristina Marchitto, Rolls-Royce’s newly-appointed executive for U.S. corporate communications. Although Rolls-Royce is not going to make any earth-shattering changes, even the slightest adjustments have huge implications when you are talking about a brand that is known for quality, prestige and tradition. Rolls-Royce has also seen an increase in female buyers and they have been making changes to accommodate them. For example, the Rolls-Royce Ghost app for the iPad, allows consumers allows consumers the ability to see the vehicle in his or her color choices and the user can even import a color from “lipstick or a piece of clothing” said Kristina Marchitto. In Rolls-Royce’s official Phantom Series II launch video below you will see, strong, independent and professional business women test driving the Phantom Series II.
Nike Free – I Would Run To You
This is a hilarious ad that proves that love knows no bonds. “I Would Run To You” depicts two people that are so madly in love, they would run across the nation to see each other. As the ad continues, the male runner becomes tired, sick and ends up in the hospital. Conversely, the female runner traverses the nation in her amazing pink “Nike Free” running shoes. This ad is not only entertaining, but it shows women how far they could run in a new pair of Nike Free running shoes. Although Nike does not directly come out and say they are targeting female consumers, I personally believe that it would be a safe assumption. I hope you enjoy this great Nike Free commercial as much as me.
Pinterest & Women Consumers
Pinterest is the hottest new social media website in the world and is driving more purchases than all other social media websites. Pinterest’s visitor gender breakdown reveals that the majority of visitors are female and brands everywhere are noticing. Visitors to Pinterest, in the 12 rolling weeks ending December 17th, reveal that 58% of visitors are female and 59% are between the ages of 25 and 44. This information, paired with the rapid Pinterest growth statistics, proves that the female market is very strong, powerful, and excited about having things their way! I think brands have taken way too long to notice that women consumers deserve specials, deals, promotions, and “Pins” that are custom tailored to them.
Conclusion
As you can see, brands have noticed that women are purchasing more luxury goods and services. As a male marketer, it’s my personal belief that this has taken way too long to develop. Women have proven themselves to be just as strong, powerful, and successful as any man. The female demographic deserves more than just make-up and skin care ads. They deserve luxury accommodations, luxury vehicles, and a whole lot more.
