If the offering is right, the potential is huge
In an age of diminishing brand loyalty due to social media, fast fashion and choice overload, this customer will stick with brands they can trust and consistently rely on to meet their needs. To drive the point further, a survey we ran in the first quarter of 2023 found that reliability is one of the key drivers behind women’s purchasing decisions:
- Who/what is most influencing your apparel purchases right now? 76% said: The product is made/sold by a brand that I am familiar and comfortable with. (We believe this is tied to trust in the brand and trust that the retailer will have what she is looking for in quality, style and size.)
- What would you expect from a retailer that wanted to meet the needs of your dynamic lifestyle and your unique needs? 72% said: They are reliable/I consistently find what I’m looking for.
In short, women over 40 are an unequivocal force in the consumer market. When it comes to marketing, brands would be wise to take note of women’s evolving roles, understand this audience’s expectations and give them attention through marketing that celebrates their totality, honors who they are and the stage of life they’re in and serves their unique needs.
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