Women Want More: How to Capture Your Share of the Worlds Largest, Fastest-Growing Market

Women Want More: How to Capture Your Share of the World's Largest, Fastest- How to Capture Your Share of the World's Largest, Fastest-Growing Market WHAT WOMEN WANT is a timely book based on the findings of a It was interesting for a while, the marketers trying to segment the female shopping market into.
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Your business's success depends on the right type of strategy, and the right type of strategy can in turn lead to higher sales, new customers , and long-term growth. Traditional online advertising is a thing of the past. Bottom line, it's more annoying than effective. It's now a CMO's job to stay ahead of the digital marketing curve, keep up-to-date on trends, and break through the clutter.

2. Audit and update your SEO more frequently.

Here are seven tips to optimize your digital marketing strategy. While your team is consumed with building your web presence and developing your product or service, it's easy to lose sight of the customer you want to target. You'll acquire and retain customers more cost-efficiently and keep money in your coffers for higher-risk marketing strategies.


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You may know your product or service is great, but is it reaching all the people it could be? Search engine optimization can significantly help your brand reach the people who want what you're offering.

Michael J. Silverstein - Wikipedia

That alone gives the apparel business a unique set of challenges. Today, however, additional dynamics are stirring the pot. Apparel consumers not only want to see a level of freshness in their products, but also in the entire shopping experience. As is the case across many industries, shoppers increasingly want brands to speak to them with the same level of relevance, whether they are on an iPad or browsing in a store.

A number of smaller entrants, both online and offline, are growing at the speed of light, quickly bringing their banner to global scale. For established players, this can feel like looking in the rear view mirror and watching a car approach at mph. The German-based online retailer Zalando, for instance, has expanded its convenient, no-cost shipping, no-hassle returns brand of ecommerce to 15 countries in just six years. And Under Armour, the U. All of these challenges come with great opportunities.

The size of the global apparel business is growing and is expected to generate double digit growth between now and Much of this growth is coming from developing markets, notably from the exploding buying power among Asian consumers, who are migrating into the middle class and starting to view clothes as an extension and expression of their new lifestyle. These consumers are also increasingly travelling — and shopping — abroad.

In the luxury goods segment, 75 percent of all sales will be from Chinese consumers, with more than half of that being spent outside of China. These are just some of the ways in which the world will look very different for apparel companies in than it does today. What can fashion companies do today to be among tomorrow's winners? In this article, we discuss the primary ways in which the world is changing and how these shifts will have a significant impact on the way apparel brands and retailers do business.

The McKinsey Trend Barometer — based on expert interviews, client studies, and industry reports — identifies seven global trends that point the way toward sustainable value creation.

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Target groups change continuously, but within just a few years, these shifts will spawn great diversity, the likes of which the world has never known. First, the global population is aging rapidly: Second, the global economic base of power is shifting from north to south and from west to east. Fifteen of the 20 cities in which apparel sales are growing the quickest lie outside established Western markets, in places like Chongqing and Guangzhou. In China, one of the most important trends to watch is the increased purchasing power of men, as more Chinese men become interested in clothing and fashion.

Third, increasing migration is giving rise to new customer profiles. Thus, the buying power of Hispanic Americans in the U.

Michael J. Silverstein

Around the globe, fashion consumers are becoming more environmentally conscious. They expect ecologically unobjectionable fabrics, a conservation-minded use of resources, reduced emission of pollutants, greater social commitment, and fair treatment of employees in production facilities. In many countries, legislators are requiring companies to create more sustainable products, such as by prohibiting certain harmful dyestuffs.

Yet unfortunately, only the fewest customers are willing to pay more for these greener products. One pioneer of this trend is Stella McCartney, who forgoes using leather in her shoes and handbags. A clear commitment to sustainability is also considered good style in the industry, with online fashion retailers like Yoox now providing sustainability reports.

This has vast implications for apparel companies across the whole value chain. Core functions need to be adapted to make and market more sustainable products.

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Environmentally-friendly products require the right commodities like organic cotton, which is in scarce supply, or a complete overhaul of the manufacturing processes to reduce the huge amount of water typically used for apparel. Ethical products require appropriate working conditions and a fair share of profits across the supply chain. In short, it entails a complete rethinking of functions and processes. Young fashion customers readily use a spectrum of digital platforms to get information on trends, exchange experiences, or compare prices.

Within these customer journeys, social media plays a key role. Up to 35 percent of consumers indicate that they rely on recommendations from social networks.

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