Sunday, July 22News That Matters

Tag: SelfPurchaser

Merchandising for the Female Self-Purchaser [Jewelry]

Merchandising for the Female Self-Purchaser [Jewelry]

Business
I would like to start this article with a quote from “Why She Buys” by Bridget Brennan – “Female culture should be studied with the same focus that entering a foreign market requires. Mastering female culture is the key to success for companies that depend on women consumers”. In order to be successful with the female self-purchaser, you need to understand how and why they shop and the product they want. They are females first, and shoppers second. One of the problems with retail jewelry today is it is event and gift driven, it is centered around romance, and it is targeted to men. The consumer has been trained to think of jewelry as a special occasion purchase, and not an everyday purchase, or self-purchase. The result is that women can hesitate to spend money on jewelry, e