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What brands should know about the new woman consumer (part ll) (Dove's…
What brands should know about the new woman consumer (part ll)
Dove's ''Campaign for real beauty''
Dove: a brand targeting women in more inventive and less stereotypical ways
more realistically proportioned mannequins
brands critized by women
lots of women say they don't think the products&services are designed for them
they feel unhappy in the way they're targeted&alienated: they are dissatisfied
automotive retailing
ads often aimed at men
Nissan has recognized the opportunity
wants to target women
there are other sectors that are shifting to recognize women as a consumer force (especially companies which are selling luxury goods)
women love to spend on luxury for themselves
Marks&Spencer's campaign: ''Leading ladies''
featured a more diverse set of women modeling its clothes
sometimes: any time you try to represent women other than in the most obvious way, people get upset and that can be off-putting for brands who don't want to cause controversy
goal
find a less patronizing, stereotypical tone while targeting women
it's still a problematic question how to engage women in a cliché-free way
the pace of change, both in terms of women's roles&perceptions in society and marketer's understanding of them as consumers may be slow