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2007 IIDEX

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Kevin ODonnell
Kevin ODonnell

A presentation titled Female Retail: She Means Business delivered at the 2007 IIDEX Canada conference in Toronto, Canada.

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Female Retail MEANS BUSINESS
IIDEX 2007 Female Retail 1 2 3 OVERVIEW DIFFERENCES EXAMPLES
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail A Shop-a-holic Stereotype
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Strength of the Female Consumer
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Purchasing Decisions source: Barletta - Marketing to Women 100% 83% 94% 92% 80% 91% 89% 90% 80% 60% 60% 55% 40% 20% Furniture Vacation Homes Banking Health Cars Electronics
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Women of the US are the world’s largest economy! They represent approx. $7 trillion in annual spending.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail More Educated Than Ever Before source: Barletta - Marketing to Women 57% 100% 80% 60% 58% 40% 52% 47% 46% 20% Master’s Doctoral Law Medical
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Single Population source: National Geographic 02/07 Largest male plurality
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Single Population source: National Geographic 02/07 Largest female plurality Largest male plurality
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Financial Strength source: Barletta - Marketing to Women 100% 80% 60% 62% 58% 40% 41% 20% 29% 27% Single Head All or Most Half of Income > $500k Own Stock
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Women of the US are starting new businesses 1.5 times faster than men. They generate approx. $1.5 trillion in annual sales.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Women of the US control approx. $14 trillion in wealth.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Wage Gap source: 2006 US Bureau of Labor Statistics Men Women Men’s earnings Women’s earnings as percentage of men’s 81% 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Median Weekly Earnings source: 2006 US Bureau of Labor Statistics M W 1,000 800 825 Earnings (dollars) 722 743 600 665 585 596 559 400 499 489 429 200 Total White Black Asian Hispanic
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Wage Change source: 2006 US Bureau of Labor Statistics M W 40 35 26 12 17 12 7 -2 -5 -15 -27 -10 -16 -30 Bachelors Some College High School Less than HS
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Women are not a market segment. The are the market!
IIDEX 2007 Female Retail 1 2 3 OVERVIEW DIFFERENCES DIFFERENCES EXAMPLES
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Chromosomal Differences source: Barletta - Marketing to Women Men Women Have XY chromosomes. Have XX chromosomes. The gender of every embryo is Every embryo starts off as female, and determined by the father’s genetic then changes at 6 weeks. contribution. All 8 genes that determine intelligence Men get all their intelligence genes are found in the X chromosome. from their mother - they get none from their father.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Chromosomal Differences source: Natalie Angier - For Motherly X Chromosome, Gender Is Only The Beginning - New York Times, May 1 2007 Y 50 genes X 1,100 genes
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Chromosomal Differences Women Men Men
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hormonal Differences source: Barletta - Marketing to Women Men Women Testosterone - the big T Testosterone The dominant hormone. Also present in small amounts. There is a direct connection between it Estrogen and competitive activity. Suppresses testosterone. Is highest in the morning. Linked to nesting and nurturing. Is highest in Autumn. Progesterone Promotes care-taking urges. Oxytocin Promotes a sense of partnership and an urge to take care of a child. Released when stressed. Serotonin Dampens thrill seeking and exhibitionist behavior.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Releaser Shape - any object with short stubby arms and legs, a round plump torso, an oversized head, and large eyes.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Brain Differences source: Barletta - Marketing to Women Men Women Localization/Specialization Localization/Specialization Emotional centers are concentrated on Have emotional centers throughout the right side. several parts of the brain. Connectivity Connectivity Less than women - leads to more More connectivity than men - leads to specialized thinking. more holistic thinking. One Lobe or Two One Lobe or Two Tend to favor only the right side. Use both sides together.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hot Buttons
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Extra Sensory source: Barletta - Marketing to Women Women Sight Better peripheral vision. Sound More sensitive to loudness. Smell More sensitive to odor and fragrance. Taste Greater ability to sense all four areas. Touch The least sensitive woman can sense more than the most sensitive man.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Emotional Access source: Barletta - Marketing to Women Women Women experience the entire range of emotions with greater intensity and more volatility. It’s culturally more acceptable, and often expected, for women to express emotions more often. Due to greater brain connectivity, women can articulate their emotions better.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Attention & Focus source: Barletta - Marketing to Women Women Women pick up on details and nuances, but also keep the big picture in mind. Tend to organize things by more finite distinctions. Are more sensitive to interpersonal nuances - tone of voice, facial, expression, etc.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Attention & Focus
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Contextual Thinking source: Barletta - Marketing to Women Women Women tend to place elements they see in relation to each other. Tend to integrate elements into a bigger picture. Have difficulty discerning objects separate from context. They are synthesizers.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail A Sense of Adventure Mission: Go to Gap, buy a pair of Pants Female Male Macy’s Sears Gap JC Penny Male Female Time: 6 minutes Time: 3 hours, 26 minutes Cost: $33.00 Cost: $876.00
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Verbally Inclined source: Barletta - Marketing to Women Women Women speak, read, and write earlier. Tend to have better grammar. In school, twice as many girls are in the top scoring group for verbal skills. Tend to build bonds through communication. Tend to see communication as the point for getting together with friends.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Verbally Inclined
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Male Characteristics source: Barletta - Marketing to Women Men Have greater mathematical aptitude. Tend to think more in terms of abstract principles. Have greater spacial acuity. Have greater mechanical ability. Are evolving into exotic house pets.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Retail As Third Place source: Oldenburg - Great Good Place Home Work 3rd Place Retail
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Shopping as Social Experience
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Shopping as Hunting
IIDEX 2007 Female Retail 1 2 3 OVERVIEW DIFFERENCES EXAMPLES EXAMPLES
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail The store itself is the greatest opportunity for a retailer to grow sales.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Boutique Retail
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Boutique Retail
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Boutique Retail
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Generations Silent age 62-85 Baby Boom age 42-62 Gen X age 26-42 Gen Y age 12-26 Gen i 0-12 25 30 35 40 45 50 55 65 70 75 80 85 90 95 00 05
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Generations Silent age 62-85 Baby Boom age 42-62 Gen X age 26-42 Gen Y age 12-26 Gen i 0-12 25 30 35 40 45 50 55 65 70 75 80 85 90 95 00 05
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Generations Silent age 62-85 Baby Boom age 42-62 Gen X age 26-42 Gen Y age 12-26 Gen i 0-12 25 30 35 40 45 50 55 65 70 75 80 85 90 95 00 05
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Generations Silent age 62-85 Baby Boom age 42-62 Gen X age 26-42 Gen Y age 12-26 Gen i 0-12 25 30 35 40 45 50 55 65 70 75 80 85 90 95 00 05
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Generations Primary Financial Strength Silent age 62-85 Baby Boom age 42-62 Gen X age 26-42 Gen Y age 12-26 Gen i 0-12 25 30 35 40 45 50 55 65 70 75 80 85 90 95 00 05 ages 36 to 72
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Generations Retailer Focus Silent age 62-85 Baby Boom age 42-62 Gen X age 26-42 Gen Y age 12-26 Gen i 0-12 25 30 35 40 45 50 55 65 70 75 80 85 90 95 00 05 ages 8 to 36
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail “New design follows young money.” Paco Underhill
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Retail Survey
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Retail Survey ! ! ! ! ! ! ! ! ! ! ! ! ! !
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Retail Survey ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Retail Survey ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Retail Survey ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! B ! ! ! ! ! !
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Fundamental Attributes Physical Factors Companion parking. Unique spacial needs. Emotional Factors Compelling human interest story. Venue consistency. Engages all the senses. Vehicle for self expression. Buying environment. Lifestyle Factors Allows for a shared experience. Connection to target lifestyle.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Criteria/Difference Matrix Fundamental Attributes Gender Differences Companion Parking Chromosomal Physical Chemical Unique Spacial Needs Hormonal Compelling Story Emotional Access Venue Consistency Attention & Focus Emotional Engage the Senses Contextual Thinking Brain Vehicle of Self Expression Verbally Inclined Buying Environment Extra Sensory Shared Experience Retail As Third Place Lifestyle Cultural Lifestyle Connection Retail Training
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail A Few Examples
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Limited Brands
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Limited Brands - Victoria’s Secret
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Victoria’s Secret
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Victoria’s Secret
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Victoria’s Secret
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Victoria’s Secret
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Victoria’s Secret
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Victoria’s Secret
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Limited Brands - Bath & Body Works Personal care, redefined.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Bath & Body Works
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Bath & Body Works
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Limited Brands - Target Markets 40 30 25 22 14 7 The Limited Limited Too Express Silent age 62-82 Baby Boomer age 42-62 Gen X age 26-42 Gen Y age 12-26 Gen i 0-12 25 30 35 40 45 50 55 65 70 75 80 85 90 95 00 05
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Limited Brands - Target Markets 70 60 18 12 Bath & Body Works Victoria’s Secret Silent age 62-82 Baby Boomer age 42-62 Gen X age 26-42 Gen Y age 12-26 Gen i 0-12 25 30 35 40 45 50 55 65 70 75 80 85 90 95 00 05
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Abercrombie & Fitch
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Brands Abercrombie & Fitch Hollister Co. abercrombie ages 18 to 22 ages 14 to 18 ages 7 to 14 354 stores 357 stores 164 stores
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Abercrombie & Fitch
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Abercrombie & Fitch
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Abercrombie & Fitch
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Abercrombie & Fitch
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Abercrombie & Fitch
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Abercrombie & Fitch
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Abercrombie & Fitch Pamela Graphic Tee Emma Destroyed Boot Chelsea Graphic Tee Brown Light Wash Light Blue
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Brands Abercrombie & Fitch Hollister Co. abercrombie ages 18 to 22 ages 14 to 18 ages 7 to 14 354 stores 357 stores 164 stores
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co. Hollywood Beach Fleece Lake Hodges Tank Newport Fleece Pants Green Blue Navy
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co. J.M. “Jake” Hollister, son of founder John Hollister, lived by his own rules. The champion surfer traveled the globe in search of the perfect wave. John named this fragrance after him in 1962. The essence of an eternally captivating spirit. PACIFIC
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co. Sales Receipt Gift Card Cologne Tester
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Brands Abercrombie & Fitch Hollister Co. abercrombie ages 18 to 22 ages 14 to 18 ages 7 to 14 354 stores 357 stores 164 stores
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail abercrombie
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail abercrombie
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail abercrombie
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail abercrombie sarah vintage tee shelby active pants kimberly cools tee Green Green Light Blue
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail abercrombie
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Ruehl 925 11 stores
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Abercrombie & Fitch - Target Markets 35 22 18 14 7 Hollister Co. abercrombie Ruehl 925 Silent age 62-82 A&F Baby Boomer age 42-62 Gen X age 26-42 Gen Y age 12-26 Gen i 0-12 25 30 35 40 45 50 55 65 70 75 80 85 90 95 00 05
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Forever 21
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Forever 21
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Forever 21
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Forever 21
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Forever 21
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Forever 21
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Forever 21
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Forever 21
IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Forever 21
Closing Thoughts
Change is occurring - women are, and will continue to be, the largest economic power on the planet. There are biological differences between men and women that need to be understood with relation to retail spaces. The best examples, and the most successful, are those that are most consistent.
Q+A

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2007 IIDEX

  • 2. IIDEX 2007 Female Retail 1 2 3 OVERVIEW DIFFERENCES EXAMPLES
  • 3. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail A Shop-a-holic Stereotype
  • 4. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Strength of the Female Consumer
  • 5. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Purchasing Decisions source: Barletta - Marketing to Women 100% 83% 94% 92% 80% 91% 89% 90% 80% 60% 60% 55% 40% 20% Furniture Vacation Homes Banking Health Cars Electronics
  • 6. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Women of the US are the world’s largest economy! They represent approx. $7 trillion in annual spending.
  • 7. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail More Educated Than Ever Before source: Barletta - Marketing to Women 57% 100% 80% 60% 58% 40% 52% 47% 46% 20% Master’s Doctoral Law Medical
  • 8. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Single Population source: National Geographic 02/07 Largest male plurality
  • 9. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Single Population source: National Geographic 02/07 Largest female plurality Largest male plurality
  • 10. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Financial Strength source: Barletta - Marketing to Women 100% 80% 60% 62% 58% 40% 41% 20% 29% 27% Single Head All or Most Half of Income > $500k Own Stock
  • 11. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Women of the US are starting new businesses 1.5 times faster than men. They generate approx. $1.5 trillion in annual sales.
  • 12. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Women of the US control approx. $14 trillion in wealth.
  • 13. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Wage Gap source: 2006 US Bureau of Labor Statistics Men Women Men’s earnings Women’s earnings as percentage of men’s 81% 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05
  • 14. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Median Weekly Earnings source: 2006 US Bureau of Labor Statistics M W 1,000 800 825 Earnings (dollars) 722 743 600 665 585 596 559 400 499 489 429 200 Total White Black Asian Hispanic
  • 15. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Wage Change source: 2006 US Bureau of Labor Statistics M W 40 35 26 12 17 12 7 -2 -5 -15 -27 -10 -16 -30 Bachelors Some College High School Less than HS
  • 16. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Women are not a market segment. The are the market!
  • 17. IIDEX 2007 Female Retail 1 2 3 OVERVIEW DIFFERENCES DIFFERENCES EXAMPLES
  • 18. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Chromosomal Differences source: Barletta - Marketing to Women Men Women Have XY chromosomes. Have XX chromosomes. The gender of every embryo is Every embryo starts off as female, and determined by the father’s genetic then changes at 6 weeks. contribution. All 8 genes that determine intelligence Men get all their intelligence genes are found in the X chromosome. from their mother - they get none from their father.
  • 19. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Chromosomal Differences source: Natalie Angier - For Motherly X Chromosome, Gender Is Only The Beginning - New York Times, May 1 2007 Y 50 genes X 1,100 genes
  • 20. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Chromosomal Differences Women Men Men
  • 21. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hormonal Differences source: Barletta - Marketing to Women Men Women Testosterone - the big T Testosterone The dominant hormone. Also present in small amounts. There is a direct connection between it Estrogen and competitive activity. Suppresses testosterone. Is highest in the morning. Linked to nesting and nurturing. Is highest in Autumn. Progesterone Promotes care-taking urges. Oxytocin Promotes a sense of partnership and an urge to take care of a child. Released when stressed. Serotonin Dampens thrill seeking and exhibitionist behavior.
  • 22. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Releaser Shape - any object with short stubby arms and legs, a round plump torso, an oversized head, and large eyes.
  • 23. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Brain Differences source: Barletta - Marketing to Women Men Women Localization/Specialization Localization/Specialization Emotional centers are concentrated on Have emotional centers throughout the right side. several parts of the brain. Connectivity Connectivity Less than women - leads to more More connectivity than men - leads to specialized thinking. more holistic thinking. One Lobe or Two One Lobe or Two Tend to favor only the right side. Use both sides together.
  • 24. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hot Buttons
  • 25. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Extra Sensory source: Barletta - Marketing to Women Women Sight Better peripheral vision. Sound More sensitive to loudness. Smell More sensitive to odor and fragrance. Taste Greater ability to sense all four areas. Touch The least sensitive woman can sense more than the most sensitive man.
  • 26. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Emotional Access source: Barletta - Marketing to Women Women Women experience the entire range of emotions with greater intensity and more volatility. It’s culturally more acceptable, and often expected, for women to express emotions more often. Due to greater brain connectivity, women can articulate their emotions better.
  • 27. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Attention & Focus source: Barletta - Marketing to Women Women Women pick up on details and nuances, but also keep the big picture in mind. Tend to organize things by more finite distinctions. Are more sensitive to interpersonal nuances - tone of voice, facial, expression, etc.
  • 28. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Attention & Focus
  • 29. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Contextual Thinking source: Barletta - Marketing to Women Women Women tend to place elements they see in relation to each other. Tend to integrate elements into a bigger picture. Have difficulty discerning objects separate from context. They are synthesizers.
  • 30. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail A Sense of Adventure Mission: Go to Gap, buy a pair of Pants Female Male Macy’s Sears Gap JC Penny Male Female Time: 6 minutes Time: 3 hours, 26 minutes Cost: $33.00 Cost: $876.00
  • 31. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Verbally Inclined source: Barletta - Marketing to Women Women Women speak, read, and write earlier. Tend to have better grammar. In school, twice as many girls are in the top scoring group for verbal skills. Tend to build bonds through communication. Tend to see communication as the point for getting together with friends.
  • 32. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Verbally Inclined
  • 33. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Male Characteristics source: Barletta - Marketing to Women Men Have greater mathematical aptitude. Tend to think more in terms of abstract principles. Have greater spacial acuity. Have greater mechanical ability. Are evolving into exotic house pets.
  • 34. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Retail As Third Place source: Oldenburg - Great Good Place Home Work 3rd Place Retail
  • 35. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Shopping as Social Experience
  • 36. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Shopping as Hunting
  • 37. IIDEX 2007 Female Retail 1 2 3 OVERVIEW DIFFERENCES EXAMPLES EXAMPLES
  • 38. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail The store itself is the greatest opportunity for a retailer to grow sales.
  • 39. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Boutique Retail
  • 40. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Boutique Retail
  • 41. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Boutique Retail
  • 42. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Generations Silent age 62-85 Baby Boom age 42-62 Gen X age 26-42 Gen Y age 12-26 Gen i 0-12 25 30 35 40 45 50 55 65 70 75 80 85 90 95 00 05
  • 43. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Generations Silent age 62-85 Baby Boom age 42-62 Gen X age 26-42 Gen Y age 12-26 Gen i 0-12 25 30 35 40 45 50 55 65 70 75 80 85 90 95 00 05
  • 44. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Generations Silent age 62-85 Baby Boom age 42-62 Gen X age 26-42 Gen Y age 12-26 Gen i 0-12 25 30 35 40 45 50 55 65 70 75 80 85 90 95 00 05
  • 45. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Generations Silent age 62-85 Baby Boom age 42-62 Gen X age 26-42 Gen Y age 12-26 Gen i 0-12 25 30 35 40 45 50 55 65 70 75 80 85 90 95 00 05
  • 46. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Generations Primary Financial Strength Silent age 62-85 Baby Boom age 42-62 Gen X age 26-42 Gen Y age 12-26 Gen i 0-12 25 30 35 40 45 50 55 65 70 75 80 85 90 95 00 05 ages 36 to 72
  • 47. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Generations Retailer Focus Silent age 62-85 Baby Boom age 42-62 Gen X age 26-42 Gen Y age 12-26 Gen i 0-12 25 30 35 40 45 50 55 65 70 75 80 85 90 95 00 05 ages 8 to 36
  • 48. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail “New design follows young money.” Paco Underhill
  • 49. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Retail Survey
  • 50. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Retail Survey ! ! ! ! ! ! ! ! ! ! ! ! ! !
  • 51. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Retail Survey ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
  • 52. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Retail Survey ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
  • 53. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Retail Survey ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! B ! ! ! ! ! !
  • 54. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Fundamental Attributes Physical Factors Companion parking. Unique spacial needs. Emotional Factors Compelling human interest story. Venue consistency. Engages all the senses. Vehicle for self expression. Buying environment. Lifestyle Factors Allows for a shared experience. Connection to target lifestyle.
  • 55. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Criteria/Difference Matrix Fundamental Attributes Gender Differences Companion Parking Chromosomal Physical Chemical Unique Spacial Needs Hormonal Compelling Story Emotional Access Venue Consistency Attention & Focus Emotional Engage the Senses Contextual Thinking Brain Vehicle of Self Expression Verbally Inclined Buying Environment Extra Sensory Shared Experience Retail As Third Place Lifestyle Cultural Lifestyle Connection Retail Training
  • 56. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail A Few Examples
  • 57. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Limited Brands
  • 58. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Limited Brands - Victoria’s Secret
  • 59. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Victoria’s Secret
  • 60. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Victoria’s Secret
  • 61. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Victoria’s Secret
  • 62. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Victoria’s Secret
  • 63. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Victoria’s Secret
  • 64. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Victoria’s Secret
  • 65. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Limited Brands - Bath & Body Works Personal care, redefined.
  • 66. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Bath & Body Works
  • 67. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Bath & Body Works
  • 68. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Limited Brands - Target Markets 40 30 25 22 14 7 The Limited Limited Too Express Silent age 62-82 Baby Boomer age 42-62 Gen X age 26-42 Gen Y age 12-26 Gen i 0-12 25 30 35 40 45 50 55 65 70 75 80 85 90 95 00 05
  • 69. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Limited Brands - Target Markets 70 60 18 12 Bath & Body Works Victoria’s Secret Silent age 62-82 Baby Boomer age 42-62 Gen X age 26-42 Gen Y age 12-26 Gen i 0-12 25 30 35 40 45 50 55 65 70 75 80 85 90 95 00 05
  • 70. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Abercrombie & Fitch
  • 71. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Brands Abercrombie & Fitch Hollister Co. abercrombie ages 18 to 22 ages 14 to 18 ages 7 to 14 354 stores 357 stores 164 stores
  • 72. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Abercrombie & Fitch
  • 73. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Abercrombie & Fitch
  • 74. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Abercrombie & Fitch
  • 75. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Abercrombie & Fitch
  • 76. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Abercrombie & Fitch
  • 77. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Abercrombie & Fitch
  • 78. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Abercrombie & Fitch Pamela Graphic Tee Emma Destroyed Boot Chelsea Graphic Tee Brown Light Wash Light Blue
  • 79. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Brands Abercrombie & Fitch Hollister Co. abercrombie ages 18 to 22 ages 14 to 18 ages 7 to 14 354 stores 357 stores 164 stores
  • 80. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
  • 81. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
  • 82. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
  • 83. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
  • 84. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
  • 85. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
  • 86. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
  • 87. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
  • 88. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
  • 89. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
  • 90. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co. Hollywood Beach Fleece Lake Hodges Tank Newport Fleece Pants Green Blue Navy
  • 91. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co. J.M. “Jake” Hollister, son of founder John Hollister, lived by his own rules. The champion surfer traveled the globe in search of the perfect wave. John named this fragrance after him in 1962. The essence of an eternally captivating spirit. PACIFIC
  • 92. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co. Sales Receipt Gift Card Cologne Tester
  • 93. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
  • 94. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
  • 95. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
  • 96. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Hollister Co.
  • 97. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Brands Abercrombie & Fitch Hollister Co. abercrombie ages 18 to 22 ages 14 to 18 ages 7 to 14 354 stores 357 stores 164 stores
  • 98. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail abercrombie
  • 99. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail abercrombie
  • 100. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail abercrombie
  • 101. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail abercrombie sarah vintage tee shelby active pants kimberly cools tee Green Green Light Blue
  • 102. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail abercrombie
  • 103. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Ruehl 925 11 stores
  • 104. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Abercrombie & Fitch - Target Markets 35 22 18 14 7 Hollister Co. abercrombie Ruehl 925 Silent age 62-82 A&F Baby Boomer age 42-62 Gen X age 26-42 Gen Y age 12-26 Gen i 0-12 25 30 35 40 45 50 55 65 70 75 80 85 90 95 00 05
  • 105. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail
  • 106. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Forever 21
  • 107. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Forever 21
  • 108. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Forever 21
  • 109. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Forever 21
  • 110. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Forever 21
  • 111. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Forever 21
  • 112. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Forever 21
  • 113. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Forever 21
  • 114. IIDEX 2007 A Female Overview Gender Differences Great Examples Female Retail Forever 21
  • 116. Change is occurring - women are, and will continue to be, the largest economic power on the planet. There are biological differences between men and women that need to be understood with relation to retail spaces. The best examples, and the most successful, are those that are most consistent.
  • 117. Q+A