What Women Want: Clothing (Part 1 of Series)

Beth Snyder Bulik penned a great article first over at AdAge Digital entitled What Women Want but I thought I’d write a few thoughts here on my blog. For whatever reason, I’ve been spending a bit of time lately looking at the woman audience and their patterns online. From looking and analyzing Glam (the uber-woman’s network) to StyleObserver, and many things in between (including HermanWeb), I’m fascinated with what is happening digitally.  Heck, even Yahoo! launched their woman’s fashion site today.

There are seven areas that Bulik outlines in her great piece for AdAge:

  • Women are increasingly consumer more online video
  • Frequent shoppers
  • Parenting
  • Pay for play casual gamers
  • Social singles
  • Healthy living
  • Romance

For this specific blog posting, I’m going to concentrate on frequent shoppers because that’s all I have time for right now (to be honest).
Women are stereotypical shoppers. I can only talk for myself but most women I meet certainly do love shopping and again, in my instance, generally buy most household products on a daily basis. Many marketers single-out males for high ticket purchases and for electronics, but in my case, women are the audience to target because they control the daily purchasing decisions and budget.

When we think of shopping [for women], we think of clothing. This is an area that is getting a lot more interesting online and have spoken with a few folks recently who are innovating in this space. StyleObserver is essentially a mashup of editorial content and pictures. ShopBob is innovating in the space by offering a hi-resolution lookbook. To enable anyone to create a mashup of “looks,” head over to Polyvore and setup an account. They are enabling the mashup of shopping… and it’s certainly peeking my interest.

Use case for Polyvore: My niece is looking for a new outfit for her birthday and puts together jeans from brand, a shirt from another, and shoes from a third brand. Polyvore helps show them all together and allows someone to purchase (potentially) the individual items easily.

What does this all mean? Women are becoming technically sophisticated online with the way they are mashing everything up for their shopping habbits. It’s not just individual women who are doing such, but brands are as well. Look at the way Diane von Furstenberg is communicating with her clients. Online retailers such as Revolve have blogs as well.

If we look at the Internet, we know it can handle commerce. Hence, e-commerce. We also know that an increasing amount of people are spending time online. Women are feeling comfortable spending online. Natural fit for clothing & the Internet? Quite possibly….

  • http://www.glammedia.com Allison

    Great insight on shopping as a lifestyle! Smart marketers are taking a look at what’s happening prior to, during, and after purchase–an amazing growth area in consumer insight! There are so many different angles to this: Community Shopping (www.stylefeeder.com), Creative Mashing of various looks (www.fashmatch.com) and DIY Fashion (www.stylemob.com). Looking closer at these emerging categories, you can really start to get glimpse into the mind and the purse of the avid shopper!

  • http://www.southernsundress.com Sundress Girl

    I certainly hope more women shop online :). A couple other social-shopping websites to take a look at are ThisNext and Kaboodle. The one thing that is tough is that women love trying on clothes–there’s currently no good substitute for the shopping experience you can get in a physical store.

  • http://webpoet.wordpress.com Sally Wu

    I am getting tired about sites ‘for women’ — there seem to be many of these popping up lately. I like technology and sports — part of the reason I heard about their website. Where are the rest of those categories on their site, for the “other” women?? You can read more of my Shiny interactions at: http://webpoet.wordpress.com/2008/03/31/superfluous/

  • http://www.breastpumpdeals.com/brands/medela-breast-pumps.html Medela

    Exactly! that's what I want as a woman! great article, loved every word of it, you are doing a great job keep it up!

  • http://www.foxyhuntress.com Womens Hunting Apparel

    women are one of the most picky persons when it comes to clothing, and its kind of annoying a lot of times specially when your out and you pick a dress and then she just dump the dress and tell you that you had the worst taste..

  • http://www.zizzi.de Übergrössen

    That is true about woman, thanks for sharing nice post!

  • http://www.sunglassesuk.com/Police_Sunglasses.asp Police Sunglasses

    woman always put in their mind how do they look with the clothes they gonna buy ,when it comes to shopping they would spend time to choose for the products who have quality and low costs ,,,,nice post very informative

  • http://www.sojones.com/ Hip-hop Fashion

    I agree that most of the money of most women is spent on shopping rather than any expense that they need.

  • Ravi Verma

    Women are very concise when there is a matter of clothing. They notice all the things like looks, color, combination and also according to the environment. It’s not just individual women who are doing such, but brands are as well.

    Regards,
    Ravi Verma
    __________

    Cheap Neckties

  • Medela

    Hey Ravi, you got that right, we are really very concise when it comes to cloths! Thanks for mention.

    Lisa

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  • http://twitter.com/kirbywinfield Kirby Winfield

    Great post Darren. I like the idea of “audience rental”. To push the metaphor further, perhaps the most successful digital campaigns are “rent to own”? 

    • http://www.darrenherman.com dherman76

        I like it!