Many consider that the female market as a whole is under-served and under-represented. Despite this assumption, women, who comprise just over 50 percent of the US population, make over 80 percent of the consumer purchasing decisions. Consulting firm A.T. Kearney estimates that women determine 80 percent of consumption, purchase 60 percent of all cars and own 40 percent of all stocks.
The current trend in female marketing is that of taking products which are traditionally marketed towards men--or are unisex--and giving them a more feminine appeal. Some of these products are actually clever, unique and interesting. Even though some of the products are just simply dyed pink or are slightly physically modified, good marketers know that appearance has a huge impact on product promotion.
One glaring example is that of home improvement tools. Tomboy Tools claims to be “dedicated to empowering women, both in their pursuit of hands-on education as do-it-yourselfers and for those seeking to grow their incomes through a successful home-based business.” Some of the tools are actually quite stylish and include tools for tiling, dry-walling, plumbing and woodworking.
It is great to see these products, which are traditionally not directly marketed toward women, finally get a different spin. It becomes beneficial to all parties involved. Companies are more capable of pinpointing their target audience and maximizing a product’s appeal by more tailored to a specific market. Also, the long-standing societal gender roles are shaken up a bit and are redefined for women, which is a refreshing change.
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