Female Retail




                    MEANS BUSINESS

ASID Interiors 07
A Female Overview   Gender Differences    Great Examples




                    01                  02                   ...
A Shopaholic Stereotype
ASID Interiors 07   A Female Overview   Gender Differences     Great Examples     Female Retail
Strength of the Female Consumer
ASID Interiors 07   A Female Overview   Gender Differences     Great Examples    Female Re...
100%
                                                                                                       83%
          ...
Women of the US
                         are the world’s largest economy!

                           They represent appro...
Largest female
                                                                                                 plurality
...
100%                                                                               57%
               80%


              ...
Women of the US are starting new businesses
                   1.5 times faster than men.

                           They...
100%


               80%


               60%
                                                                   62%
    ...
Women of the US control
                     approx. $14 trillion in wealth.




ASID Interiors 07   A Female Overview   G...
Men                                   Women


                               Men’s earnings
                              ...
M                                        W

                              1,000

                                         ...
M                                     W

                    40

                                           35

          ...
Are Discerning Consumers
ASID Interiors 07   A Female Overview   Gender Differences     Great Examples    Female Retail
Gender Differences




                                        02




ASID Interiors 07   A Female Overview   Gender Diffe...
Men                                                                 Women

         Have XY chromosomes.                  ...
Men                                                                 Women

      Testosterone - the big T                 ...
Releaser Shape - any object with short stubby
                    arms and legs, a round plump torso, an oversized
       ...
Men                                                                 Women

     Localization/Specialization               ...
On




                                                Off




                                                On




    ...
Women

                                                                          Sight
                                   ...
Women

                                                                             Women experience the entire range of
 ...
Women

                                                                             Women pick up on details and
         ...
Women

                                                                             Women tend to place elements they
    ...
Mission: Go to Gap, buy a pair of Pants

                                                Female              Male




    ...
Women

                                                                             Women speak, read, and write earlier.
...
Men

         Have greater mathematical aptitude.
         Tend to think more in terms of abstract
         principles.
  ...
Shopping as Hunting
ASID Interiors 07   A Female Overview   Gender Differences      Great Examples     Female Retail
Shopping as Social Experience
ASID Interiors 07   A Female Overview   Gender Differences      Great Examples     Female Re...
Represent Free Advertising
ASID Interiors 07   A Female Overview   Gender Differences      Great Examples     Female Retail
Home




                                        Work                              3rd Place
                             ...
Great Examples




                                                             03




ASID Interiors 07   A Female Overvi...
Silent
                          age 62-82

                                        Baby Boom
                            ...
Silent
                          age 62-82

                                        Baby Boom
                            ...
Silent
                          age 62-82

                                        Baby Boom
                            ...
Silent
                          age 62-82

                                        Baby Boom
                            ...
Primary Financial Strength
                                                                               Retailer Focus

...
“New design follows young money”
                                        Paco Underhill




ASID Interiors 07   A Female O...
Market Share



                                                                     High
                      Price




...
Market Share



                                                                           High
                      Pric...
Market Share



                                                                           High




                      ...
Market Share



                                                                                High




                 ...
Market Share



                                                                                High




                 ...
Market Share



                                                                                       High

             ...
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples   Female Retail
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples   Female Retail
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples   Female Retail
Retail Space Design                                                                        Lifestyle
  Retail Space Design...
Emotional Factors
                      1. Allow for shared experience.
                      2. Allow for companion parki...
Pleasure.
                       Power and independence.
                       Identity and creative expression.
        ...
Limited Brands
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples    Female Retail
Glamorous. Intimate. Powerful.




                                                  Limited Brands - Victoria’s Secret
AS...
Victoria’s Secret
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples      Female Retail
Victoria’s Secret
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples      Female Retail
Victoria’s Secret
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples      Female Retail
Victoria’s Secret - No Parking
ASID Interiors 07   A Female Overview   Gender Differences      Great Examples      Female ...
Victoria’s Secret - Sexy Ad
ASID Interiors 07   A Female Overview   Gender Differences       Great Examples      Female Re...
Victoria’s Secret - Web Site
ASID Interiors 07   A Female Overview   Gender Differences       Great Examples      Female R...
Victoria’s Secret - Web Site
ASID Interiors 07   A Female Overview   Gender Differences      Great Examples      Female Re...
A brand with energy.




                                                         Limited Brands - Express
ASID Interiors ...
Express
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples    Female Retail
Express
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples    Female Retail
Authority on style.




                                                    Limited Brands - The Limited
ASID Interiors 07...
The Limited Too
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples    Female Retail
Personal care, redefined.




                                               Limited Brands - Bath & Body Works
ASID Inter...
Bath & Body Works
ASID Interiors 07   A Female Overview   Gender Differences     Great Examples    Female Retail
Bath & Body Works
ASID Interiors 07   A Female Overview   Gender Differences     Great Examples    Female Retail
40                 30   25 22             14                 7




                                                       ...
70       60                                                           18    12




                                       ...
Abercrombie & Fitch



ASID Interiors 07   A Female Overview   Gender Differences   Great Examples   Female Retail
Abercrombie & Fitch        Hollister Co.          abercrombie
                    ages 18 to 22           ages 14 to 18   ...
Abercrombie & Fitch
ASID Interiors 07   A Female Overview   Gender Differences       Great Examples    Female Retail
Abercrombie & Fitch
ASID Interiors 07   A Female Overview   Gender Differences       Great Examples    Female Retail
Abercrombie & Fitch
ASID Interiors 07   A Female Overview   Gender Differences       Great Examples    Female Retail
Abercrombie & Fitch
ASID Interiors 07   A Female Overview   Gender Differences       Great Examples    Female Retail
Abercrombie & Fitch
ASID Interiors 07   A Female Overview   Gender Differences       Great Examples    Female Retail
Abercrombie & Fitch
ASID Interiors 07   A Female Overview   Gender Differences       Great Examples    Female Retail
Pamela Graphic Tee      Emma Destroyed Boot        Chelsea Graphic Tee
                      Brown                   Light...
Abercrombie & Fitch
ASID Interiors 07   A Female Overview   Gender Differences       Great Examples    Female Retail
Abercrombie & Fitch        Hollister Co.          abercrombie
                    ages 18 to 22           ages 14 to 18   ...
Hollister Co.
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples     Female Retail
Hollister Co.
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples     Female Retail
Hollister Co.
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples     Female Retail
Hollister Co. - Immersive Concept
ASID Interiors 07   A Female Overview   Gender Differences     Great Examples     Female...
Hollister Co. - Decompress & Acclimate
ASID Interiors 07   A Female Overview   Gender Differences    Great Examples     Fe...
Hollister Co.
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples     Female Retail
Hollister Co. - Companion Parking
ASID Interiors 07   A Female Overview   Gender Differences     Great Examples     Female...
Hollister Co.
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples     Female Retail
Hollister Co. - Checkout
ASID Interiors 07   A Female Overview   Gender Differences       Great Examples     Female Retail
Hollister Co. - Attention to Detail
ASID Interiors 07   A Female Overview   Gender Differences       Great Examples      F...
Hollywood Beach Fleece       Lake Hodges Tank     Newport Fleece Pants
                     Green                     Blue...
Hollister Co. - Great Packaging
ASID Interiors 07   A Female Overview   Gender Differences      Great Examples      Female...
Hollister Co.
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples     Female Retail
Hollister Co. - Connection to Lifestyle
ASID Interiors 07   A Female Overview   Gender Differences      Great Examples    ...
Hollister Co. - Control & Self Expression
ASID Interiors 07   A Female Overview   Gender Differences      Great Examples  ...
Hollister Co. - Consistent Across Venues
ASID Interiors 07   A Female Overview   Gender Differences     Great Examples    ...
Hollister Co. - Consistent Across Venues
ASID Interiors 07   A Female Overview   Gender Differences     Great Examples    ...
Abercrombie & Fitch        Hollister Co.          abercrombie
                    ages 18 to 22           ages 14 to 18   ...
abercrombie
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples   Female Retail
abercrombie
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples   Female Retail
abercrombie
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples   Female Retail
sarah vintage tee        shelby active pants       kimberly cools tee
                      Green                     Gree...
Corporate Offices
ASID Interiors 07   A Female Overview   Gender Differences    Great Examples    Female Retail
11 stores

                                                                   Ruehl 925
ASID Interiors 07   A Female Overv...
35                    22     18            14                   7




                                                    ...
Urban Outfitters    Anthropologie           Free People
                        ages 18 to 30      ages 30 to 45          ...
Urban Outfitters    Anthropologie           Free People
                        ages 18 to 30      ages 30 to 45          ...
Urban Outfitters - Web Site
ASID Interiors 07   A Female Overview   Gender Differences     Great Examples     Female Retail
Urban Outfitters    Anthropologie           Free People
                        ages 18 to 30      ages 30 to 45          ...
Anthropologie - Web Site
ASID Interiors 07   A Female Overview   Gender Differences      Great Examples     Female Retail
com/shopping/s7catalog/s7main.jsp?catname=SP07_Jan
                                                                   Anth...
Urban Outfitters    Anthropologie           Free People
                        ages 18 to 30      ages 30 to 45          ...
Free People - Web Site
ASID Interiors 07   A Female Overview   Gender Differences         Great Examples     Female Retail
45                     30                                   18




                                                       ...
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples   Female Retail
Forever XXI
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples   Female Retail
Forever 21
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples    Female Retail
Forever 21
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples    Female Retail
Forever 21
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples    Female Retail
Forever 21
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples    Female Retail
Forever 21
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples    Female Retail
Forever 21
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples    Female Retail
Forever 21
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples    Female Retail
Forever 21
ASID Interiors 07   A Female Overview   Gender Differences   Great Examples    Female Retail
Closing Thoughts




ASID Interiors 07                      Female Retail
Change is occurring - women are, and
                    will continue to be, the largest
                    economic pow...
Q+A
                    For more information: www.schorleaf.com
ASID Interiors 07                                         ...
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2007 ASID Interiors 07

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A presentation titled Female Retail: She Means Business delivered at the 2007 ASID Interiors 07 conference held in San Francisco, CA.

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2007 ASID Interiors 07

  1. 1. Female Retail MEANS BUSINESS ASID Interiors 07
  2. 2. A Female Overview Gender Differences Great Examples 01 02 03 ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  3. 3. A Shopaholic Stereotype ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  4. 4. Strength of the Female Consumer ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  5. 5. 100% 83% 94% 92% 91% 89% 90% 80% 80% 60% 60% 55% 40% 20% Furniture Vacation Homes Banking Health Cars Electronics source: Barletta - Marketing to Women Purchasing Decisions ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  6. 6. Women of the US are the world’s largest economy! They represent approx. $7 trillion in annual spending. ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  7. 7. Largest female plurality Largest male plurality source: National Geographic 02/07 Single Population ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  8. 8. 100% 57% 80% 60% 58% 52% 40% 47% 46% 20% Master’s Doctoral Law Medical source: Barletta - Marketing to Women More Educated Than Ever Before ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  9. 9. Women of the US are starting new businesses 1.5 times faster than men. They generate approx. $1.5 trillion in annual sales. ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  10. 10. 100% 80% 60% 62% 58% 40% 41% 27% 29% 20% Single Head All or Most Half of Income > $500k Own Stock source: Barletta - Marketing to Women Financial Strength ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  11. 11. Women of the US control approx. $14 trillion in wealth. ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  12. 12. Men Women Men’s earnings 81% Women’s earnings as percentage of men’s 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 source: 2006 US Bureau of Labor Statistics Wage Gap ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  13. 13. M W 1,000 825 800 743 722 665 Earnings (dollars) 585 596 600 559 499 489 429 400 200 Total White Black Asian Hispanic source: 2006 US Bureau of Labor Statistics Median Weekly Earnings ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  14. 14. M W 40 35 26 17 12 12 7 -2 -5 -15 -27 -10 -16 -30 Bachelors Some College High School Less than HS source: 2006 US Bureau of Labor Statistics Wage Change ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  15. 15. Are Discerning Consumers ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  16. 16. Gender Differences 02 ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  17. 17. Men Women Have XY chromosomes. Have XX chromosomes. The gender of all embryos is All embryos start off as female, and determined by the father’s genetic then change 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. source: Barletta - Marketing to Women Chromosomal Differences ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  18. 18. 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. source: Barletta - Marketing to Women Hormonal Differences ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  19. 19. Releaser Shape - any object with short stubby arms and legs, a round plump torso, an oversized head, and large eyes. ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  20. 20. 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. source: Barletta - Marketing to Women Brain Differences ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  21. 21. On Off On Off Hot Buttons ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  22. 22. 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. source: Barletta - Marketing to Women Extra Sensory ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  23. 23. 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. source: Barletta - Marketing to Women Emotional Access ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  24. 24. 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. source: Barletta - Marketing to Women Attention & Focus ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  25. 25. 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. source: Barletta - Marketing to Women Contextual Thinking ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  26. 26. Mission: Go to Gap, buy a pair of Pants Female Male Macy’s Sears Gap Male JC Penny Time: 6 minutes Cost: $33.00 Female Time: 3 hours, 26 minutes Cost: $876.00 A Sense of Adventure ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  27. 27. 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. source: Barletta - Marketing to Women Verbally Inclined ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  28. 28. 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. source: Barletta - Marketing to Women Male Characteristics ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  29. 29. Shopping as Hunting ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  30. 30. Shopping as Social Experience ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  31. 31. Represent Free Advertising ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  32. 32. Home Work 3rd Place Retail source: Oldenburg - Great Good Place Retail As Culture - Third Place ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  33. 33. Great Examples 03 ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  34. 34. Silent age 62-82 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 Generations ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  35. 35. Silent age 62-82 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 Generations ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  36. 36. Silent age 62-82 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 Generations ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  37. 37. Silent age 62-82 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 Generations ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  38. 38. Primary Financial Strength Retailer Focus Silent age 62-82 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 ages 8 to 36 Generations ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  39. 39. “New design follows young money” Paco Underhill ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  40. 40. Market Share High Price Low Niche Mass Market Matrix ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  41. 41. Market Share High Price Low Price Niche Market Low Niche Mass Market Matrix ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  42. 42. Market Share High High Price Niche Market Price Low Price Niche Market Low Niche Mass Market Matrix ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  43. 43. Market Share High High Price Niche Market Price Low Price Low Price Niche Market Mass Market Low Niche Mass Market Matrix ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  44. 44. Market Share High High Price High Price Niche Market Mass Market Price Low Price Low Price Niche Market Mass Market Low Niche Mass Market Matrix ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  45. 45. Market Share High Local Local Target Group Price National Local Wal-Mart Local Regional Low Niche Mass Market Matrix ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  46. 46. ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  47. 47. ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  48. 48. ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  49. 49. Retail Space Design Lifestyle Retail Space Design ✔ Great light and color. ! A B C D F Lifestyle don’t push a hard sell. ! They A B C D F ✔ Good and color. ! Great lightuse space. ! A BACBDCFD F ✔ They don’t push a hard sell. ! ! Understanding that shopping is not just about buying;F also A B C D it’s ✔Adequate aisle ! Good use space. space. ! A BACBDCFD F ✔ Understanding that shopping independence. buying;Bit’s alsoF ! about leisure, pleasure and is not just about A C D ✔ Clear aisle space. ! Adequate signage. ! A BACBDCFD F about leisure, pleasure and independence. ! Structured as third places of leisure. A BACBDCFD F ✔Appealing ! Clear signage. stock presentation. Design ! Retail Space A BACBDCFD F ✔ Structured as third places of leisure. ! Lifestyle ! Provide a “high fun” content. A BACBDCFD F ! Appealing stockproduct. ! Great light and color. ✔Accessible ! presentation. A BACBDCFD D F A B C F ✔ Provide push a customer visualization D F ! ! They Female hard sell. content. A B C aids. ! don’t a “high fun” A BACBDCFD F ✔ Cleanliness – dust-free. ! Accessible product. ! ! Good use space. ! Adequate aisle space. BACBDCFD D F AA B C F A B C D F ✔ Female pleasure and independence. A aids. F ! Understanding that shopping is not just about buying; it’s also ! about leisure, customer visualization B C D ____________________________________________ A B C D F ✔ Comfortable changing Clear signage. ! Cleanliness – dust-free. ! rooms. ! A BACBDCFD D F A B C F ____________________________________________ F ! Entry experience. ! Structured as third places of leisure. A B C D F A B C D ! Appealing stock presentation. A B C D F ! Provide a “high fun” content. A B C D F ✔ ! ComfortableA place to sit.! Accessible product. ! changing rooms. A BACBDCFD D F A B C F ✔ Entry experience. aids. ! ! Female customer visualization ____________________________________________ A B C D F A B C D F ! A✔ Hooks. place to sit. ! ! Cleanliness – dust-free. A BACBDCFD D F A B C F ____________________________________________ F ____________________________________________ ! Comfortable changing rooms. A B C D F ! EntryThey sell a lifestyle. ! experience. A B C D F A B C D ! ! Hooks. ✔ Comfortable temperature. ! A place to sit. A BACBDCFD D F A B C F ✔ They sell a lifestyle. lifestyle of target ! ! Store reflects the ____________________________________________customer.BACBD FD F A C ! Comfortable temperature.! Comfortable temperature. A B C D A F C D F ! Hooks. ____________________________________________ B A B C D F ✔ They Space reflects the lifestyle B C D F customer. ! !Store reflects theof target customer. A of C customer. A BACBDCFD F ! sell a lifestyle. lifestyle of target D F target ! Store reflects the lifestyle A B ! ____________________________________________ F ✔ Comfortable waiting area. ____________________________________________ A B C D ✔ Space reflectsprovide a target customer. A B experience. ! !Space reflects theoflifestyle of targetDcustomer. A BACBDCFD F ! They the lifestyle total positive C F ! They provide a total positive experience. A B C D F ✔ Great overall design. ! Comfortable waiting area. ! Comfortable waiting area.! Great overall design. ! A B C D F A BACBDCFD D F ✔ They provide a total positive experience. ! A B C D F A B C F ! Great overall design. A B C D F Notes Notes Service Service Notes ___________________________________________________ ___________________________________________________ ! Understanding of shopping styles. A B C D F ___________________________________________________ Service ! Friendly, attentive, knowledgeable staff. ✔ Understanding of shopping styles. ! A B C D F ___________________________________________________ ___________________________________________________ ! Provide enough information about product. C BD D F A B A CF ___________________________________________________ ___________________________________________________ ! Understanding of shoppingAstyles. integrated publicA BACBDCFD D F ✔ Friendly, attentive, knowledgeable staff.store presence. A B C D F ! ! seamlessly F ___________________________________________________ ___________________________________________________ ___________________________________________________ ! Brick-and-mortar A B C ! Friendly, attentive, knowledgeable staff. ✔ Provide enough information Website product. BACBDCFD D F ! ! about A A B C F ___________________________________________________ ___________________________________________________ ___________________________________________________ ! Provide enough information about product. etc.A BACBDCFD D F ! Ads, commercials, ✔A seamlessly integrated public presence. program. ! A B C F ___________________________________________________ ! Easy refunds & replacements A B C D F ___________________________________________________ ___________________________________________________ ___________________________________________________ ! A seamlessly integrated public presence. for children.ACBDCFD D F ! Brick-and-mortar store ✔ ! Entertainment/diversions A B A B C F ___________________________________________________ ! Child friendly space (what’s at 3’ and below?) A B C D F ! Brick-and-mortar store____________________________________________ A BACBDCFD F ___________________________________________________ ✔ Website ! ___________________________________________________ ___________________________________________________ ! Website commercials, female shopper’s time-starved ACBDCFD D F ✔Ads, ! ! Ease etc. A Bfeelings. A B C F ___________________________________________________ ___________________________________________________ ___________________________________________________ ! Easy refunds & replacements program. A shoppers. CFD D F ✔ ! Ads, commercials, Provide solutions for time-starved BACBD A B C F ! etc. ___________________________________________________ ___________________________________________________ ! Overall pleasant, no-hassle experience. A B C D F ___________________________________________________ ! Easy refunds & replacements for children. ✔ Entertainment/diversions program. ! A BACBDCFD F ___________________________________________________ ___________________________________________________ ! Entertainment/diversions(what’s at 3’ and below?) ACBDCFD F ✔ Child friendly space for children. ! A B ! Child friendly space (what’s at 3’ and below?) A B C D F ___________________________________________________ ___________________________________________________ ____________________________________________ ___________________________________________________ ! ____________________________________________ ✔ Ease female shopper’s time-starved feelings. A B C D F ___________________________________________________ ✔ Provide shopper’s time-starved feelings. A ! Ease femalesolutions for time-starved shoppers. BACBDCFD F ! ___________________________________________________ ___________________________________________________ ! Provide solutions for time-starved shoppers. A BACBDCFD F ✔ Overall pleasant, no-hassle experience. ! ___________________________________________________ ! Overall pleasant, no-hassle experience. A B C D F Retail Survey ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  50. 50. Emotional Factors 1. Allow for shared experience. 2. Allow for companion parking. 3. Be a conduit for self expression. Physical Factors 4. Address the unique spacial needs of women. 5. Engage the senses. 6. Be a buying environment. Lifestyle Factors 7. Involve a compelling story - human interest. 8. Be consistent across all venues. 9. Be connected to the target consumer lifestyle. Fundamental Attributes ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  51. 51. Pleasure. Power and independence. Identity and creative expression. Social interaction. Retail therapy. Why do women shop? ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  52. 52. Limited Brands ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  53. 53. Glamorous. Intimate. Powerful. Limited Brands - Victoria’s Secret ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  54. 54. Victoria’s Secret ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  55. 55. Victoria’s Secret ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  56. 56. Victoria’s Secret ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  57. 57. Victoria’s Secret - No Parking ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  58. 58. Victoria’s Secret - Sexy Ad ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  59. 59. Victoria’s Secret - Web Site ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  60. 60. Victoria’s Secret - Web Site ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  61. 61. A brand with energy. Limited Brands - Express ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  62. 62. Express ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  63. 63. Express ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  64. 64. Authority on style. Limited Brands - The Limited ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  65. 65. The Limited Too ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  66. 66. Personal care, redefined. Limited Brands - Bath & Body Works ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  67. 67. Bath & Body Works ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  68. 68. Bath & Body Works ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  69. 69. 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 Limited Brands - Target Markets ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  70. 70. 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 Limited Brands - Target Markets ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  71. 71. Abercrombie & Fitch ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  72. 72. Abercrombie & Fitch Hollister Co. abercrombie ages 18 to 22 ages 14 to 18 ages 7 to 14 354 stores 357 stores 164 stores Brands ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  73. 73. Abercrombie & Fitch ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  74. 74. Abercrombie & Fitch ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  75. 75. Abercrombie & Fitch ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  76. 76. Abercrombie & Fitch ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  77. 77. Abercrombie & Fitch ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  78. 78. Abercrombie & Fitch ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  79. 79. Pamela Graphic Tee Emma Destroyed Boot Chelsea Graphic Tee Brown Light Wash Light Blue Abercrombie & Fitch ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  80. 80. Abercrombie & Fitch ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  81. 81. Abercrombie & Fitch Hollister Co. abercrombie ages 18 to 22 ages 14 to 18 ages 7 to 14 354 stores 357 stores 164 stores Brands ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  82. 82. Hollister Co. ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  83. 83. Hollister Co. ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  84. 84. Hollister Co. ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  85. 85. Hollister Co. - Immersive Concept ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  86. 86. Hollister Co. - Decompress & Acclimate ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  87. 87. Hollister Co. ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  88. 88. Hollister Co. - Companion Parking ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  89. 89. Hollister Co. ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  90. 90. Hollister Co. - Checkout ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  91. 91. Hollister Co. - Attention to Detail ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  92. 92. Hollywood Beach Fleece Lake Hodges Tank Newport Fleece Pants Green Blue Navy Hollister Co. - Conspicuous Brand Labels ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  93. 93. Hollister Co. - Great Packaging ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  94. 94. Hollister Co. ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  95. 95. Hollister Co. - Connection to Lifestyle ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  96. 96. Hollister Co. - Control & Self Expression ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  97. 97. Hollister Co. - Consistent Across Venues ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  98. 98. Hollister Co. - Consistent Across Venues ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  99. 99. Abercrombie & Fitch Hollister Co. abercrombie ages 18 to 22 ages 14 to 18 ages 7 to 14 354 stores 357 stores 164 stores Brands ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  100. 100. abercrombie ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  101. 101. abercrombie ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  102. 102. abercrombie ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  103. 103. sarah vintage tee shelby active pants kimberly cools tee Green Green Light Blue abercrombie ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  104. 104. Corporate Offices ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  105. 105. 11 stores Ruehl 925 ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  106. 106. 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 Abercrombie & Fitch - Target Markets ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  107. 107. Urban Outfitters Anthropologie Free People ages 18 to 30 ages 30 to 45 ages 18 to 30 103 stores 80 stores 8 stores Urban Outfitters Brands ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  108. 108. Urban Outfitters Anthropologie Free People ages 18 to 30 ages 30 to 45 ages 18 to 30 103 stores 80 stores 8 stores Urban Outfitters Brands ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  109. 109. Urban Outfitters - Web Site ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  110. 110. Urban Outfitters Anthropologie Free People ages 18 to 30 ages 30 to 45 ages 18 to 30 103 stores 80 stores 8 stores Urban Outfitters Brands ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  111. 111. Anthropologie - Web Site ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  112. 112. com/shopping/s7catalog/s7main.jsp?catname=SP07_Jan Anthropologie - Catalogue Page 1 of 2 ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  113. 113. Urban Outfitters Anthropologie Free People ages 18 to 30 ages 30 to 45 ages 18 to 30 103 stores 80 stores 8 stores Urban Outfitters Brands ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  114. 114. Free People - Web Site ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  115. 115. 45 30 18 Urban Outfitters Anthropologie Silent Free People 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 Urban Outfitters - Target Markets ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  116. 116. ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  117. 117. Forever XXI ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  118. 118. Forever 21 ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  119. 119. Forever 21 ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  120. 120. Forever 21 ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  121. 121. Forever 21 ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  122. 122. Forever 21 ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  123. 123. Forever 21 ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  124. 124. Forever 21 ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  125. 125. Forever 21 ASID Interiors 07 A Female Overview Gender Differences Great Examples Female Retail
  126. 126. Closing Thoughts ASID Interiors 07 Female Retail
  127. 127. 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. ASID Interiors 07 Female Retail
  128. 128. Q+A For more information: www.schorleaf.com ASID Interiors 07 Female Retail

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