Question about why women shop for clothes...

12 years ago

I have a ton of these women in my life...literally. If you weighed them to total would be about 2000 lbs.

A woman buying high end clothes is establishing rank. She's not necessarily saying she out ranks the other women in her circle, just that she belongs in the officers' club.

Ever see two high end gals meet? There's a lightning fast head to two and back to head inspection. Establishing rank.

Not long ago I heard a grand dame instruct a younger woman: "Never leave the house dressed in a way you wouldn't want to meet your best friend or your worst enemy." Don't get caught out of uniform. Rank.

They splurge because they feel like they've earned it and deserve it. And the world better know it.

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AnneE 12 years ago

Originally Posted by Pusateri

I have a ton of these women in my life...literally. If you weighed them to total would be about 2000 lbs.

ha ha ... thanks for the chuckle. Course now I'm wondering whether you have 10 BIG Gals in your life or 20 svelte shoppers.

As for the original question --- I'm probably not the target audience. I don't like shopping and I prefer clothes where the price is 2 digits before the decimal place. I do like to laugh. No wonder JC Penny hired Ellen Degeneres.
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TopKat22

12 years ago

Definitely status, rank, keeping up with the Jones and staying on the cutting edge of fashion.

Don't want to be in "last season's" anything.

Want to be first to be in the latest styles.

However, you would have to approach this is a way not to insult and to instead build up their ego.

"You always look your best and are the envy of all your friends, that is why you want to ......"

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Pusateri

12 years ago

Originally Posted by TopKat22

Don't want to be in "last season's" anything.

Want to be first to be in the latest styles.

There's less truth to that than you would think.

Quality has legs, materially and stylistically. Many women will happily keep classic pieces by St. John, Chanel and Valentino in their wardrobes for decades...while still acquiring more.

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Mark Pescetti

12 years ago

Originally Posted by Pusateri

There's less truth to that than you would think.

Quality has legs, materially and stylistically. Many women will happily keep classic pieces by St. John, Chanel and Valentino in their wardrobes for decades...while still acquiring more.

Yeah, we play the "timeless" card in the marketing constantly.

There's definitely a balance between encouraging women to stay up with the trends (or become a trendsetter in this case) and honoring the timeless fashion-arts!

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Pusateri

12 years ago

Originally Posted by Reflection Marketing

Yeah, we play the "timeless" card in the marketing constantly.

There's definitely a balance between encouraging women to stay up with the trends (or become a trendsetter in this case) and honoring the timeless fashion-arts!

Cutting edge is a dangerous place to be in this market. The potential buyer is going to worry if her friends will be able to perceive the quality and style. If they don't, she's been caught out of uniform. She's going to need to be able to justify to them what she's wearing.

Take a look at the USP for St. John's Santana knits. Read up on how important Chanel's chain weighted hems and hand-finished seams are to high end buyers. These details justify the emotional (show my rank) decision to buy a $10k suit.

Alternatively, if you can somehow get women who's rank is beyond question to wear a new style, then all her friends (and enemies) will jump on board. Just like high school.

Feeling a little less than manly right about now. I'm off to do something testosterony.

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ewenmack

12 years ago

If you've ever said "I've got nothing to wear",
then blah blah blah...

This gets them nodding in agreement first off, because they say it all the time.

We men are dumbfounded when we see a whole wardrobe full of dresses and outfits.

Talk about where they are going to be wearing it because that's on top of their mind.

They don't want to look out of place and embarrass themselves,
they are looking for the right outfit for the right occasion.

Best,
Ewen the guy exposing a woman's deepest darkest secrets.

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arfasaira

12 years ago

Here's my view on this - I LOVE girly clothes, LOVE shoes more than clothes and LOVE anything that gives bling - think crystals, fake diamonds (alas, I sold all my real stuff) and anything that makes me feel pretty.

Here's why I do it - I LOVE the attention I get when family members say 'wow, nice outfit' because indirectly, they're really saying 'you look good'.

It's merely re-affirming the fact that we look good and taps into that need for security and confidence in our looks.

My kids will say 'Mummy looks beautiful' and this makes me beam, inside and out, more because it's not been that long since my youngest starting talking (He has speech problems) and when he says it, I know he really genuinely means it and it makes him happy.

Dressing well gives us women a sense of pride in our appearance, it shows we respect ourselves and value ourselves enough to take care of ourselves - in much the same way a man would choose to dress really well.

When my brother got married, I spent nearly $1600 on accessories, outfits and makeup - that's small change to some women, but a LOT for me as i rarely spend that much on myself.

We women enjoy looking good and ok, fair enough, I don't do it for any male attention as I've split with my other half, BUT I make the effort so my family feel happy when they look at me and don't think that I'm 'suffering' somehow being a single mom.

It's weird that one - when I was with my ex, I would dress up so he would notice and feel proud taking me out - now I dress up when I know he is around because I want him to think 'damn, she is SO over me'

So I guess you could say that dressing well is also a reflection of how we are feeling or even to hide what we are feeling so other's don't know.

We women are certainly complicated at times, but there it is!

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Mark Pescetti

12 years ago

Originally Posted by arfasaira

When my brother got married, I spent nearly $1600 on accessories, outfits and makeup - that's small change to some women, but a LOT for me as i rarely spend that much on myself.

First of all...

I appreciate your feedback Arfa!

Great insights and I love how you can make yourself vulnerable AND empowered-sounding in a single sentence.

I'm curious though...

What did it FEEL like when you spent that $1,600 for your brother's wedding?

What thoughts or limiting beliefs were going through your head that you had to overcome to invest in yourself?

Originally Posted by arfasaira

It's weird that one - when I was with my ex, I would dress up so he would notice and feel proud taking me out - now I dress up when I know he is around because I want him to think 'damn, she is SO over me'

I smiled at this...

...The way you dress can remind ex-lovers about all the passion and raw desire they once so acutely felt (and as a weapon of mass-distraction or mass-devastation to boot!)

I'm not sure this would appeal to the target audience.

On the other hand...

It does lend itself well to women who enjoy making people (in general) feel jealous by how spectacular they look...

I'll ponder this one...

Originally Posted by arfasaira

So I guess you could say that dressing well is also a reflection of how we are feeling or even to hide what we are feeling so other's don't know.

Absolutely!

This is something I'm definitely targeting.

The way women dress (and anyone really) is a reflection of something they're feeling when they get ready for the day.

This can be an incredibly creative and powerful process, whether they're getting ready for work, a romantic dinner or just plotting how they want to look after yoga...

The way you dress can also be an affirmation for the way you WANT to feel!

Don't you think?

Brilliant!

Cheers again!

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arfasaira

12 years ago

I'll be totally honest here - it felt bloody good! Anyone who knows me knows that although I'm very girly, I'd rather buy something for my boys or people I love than for myself - that's how I've always been - there are only two times in my life I have EVER splurged so badly - when my brother got married and when I got married.

I didn't feel guilty because I knew on both occasions that the camera would be on me, and I didn't ever want anyone to say I could have tried harder!

I only have one brother and we had waited YEARS for him to get married...I reminded myself that this was the happiest event we had had in the family for a while, especially since my dad was recovering from cancer and I had literally split from my ex just 3 weeks before the parties began.

It was hard to splash the cash though - because I'm used to budgeting, I did find myself questioning myself a few times, but then I thought 'nah, doesn't matter, this won't be happening again in our family for a while!'

And here's the thing - when I split, my ex still had to come to the wedding and parties etc because we didn't want the rest of the family and friends etc to ruin the festivities with their 101 questions. I went all out - had highlights put in hair, new haircut, lost a stone in weight, wore the most gorgeous outfits and here's the thing - when my ex saw me, his jaw dropped - literally!

I caught him staring at me several times, which made me feel rather good - and it felt even better because I practically ignored him where I could. And because I knew it bothered him, I did it even more

I tell you something, if ever anything empowered me to feel damn good about myself - that was it!

Ask any other female on the forum here - she'll tell you the same!

When I'm getting ready to go out, I usually put something upbeat on to make me feel uplifted and happy while I stick on my makeup and get dressed - I literally turn the whole thing into a ritual - and it's to help me get in the right frame of mind.

all my girlfriends do the same - music and a whole ritual of things we do to get dressed.

And it's interesting how the kind of clothes you wear set you up for the day ahead - for instance, I was on a business conference over the weekend so had my smart business dress on. It made me feel powerful and successful!

When I'm lounging around at home, I'm happy in PJ's and that fits in with my laid back look...

And of course when I'm out partying, out comes the bling and of course EVERYTHING has to match...I've been known to cross city borders to find matching shoes and bags!

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Mark Pescetti

12 years ago

Originally Posted by arfasaira

I tell you something, if ever anything empowered me to feel damn good about myself - that was it!

Ask any other female on the forum here - she'll tell you the same!

When I'm getting ready to go out, I usually put something upbeat on to make me feel uplifted and happy while I stick on my makeup and get dressed - I literally turn the whole thing into a ritual - and it's to help me get in the right frame of mind.

"The Ritual of Becoming Beautiful" is definitely something I want to target, especially after reading your feedback.

I watch my wife do this every day.

It's quite fascinating really.

I don't know about other men here, but sometimes the first time I know what I look like in the morning is when I see myself on video for my first Skype meeting.

I figure I look however I look... and people aren't paying me to be attractive.

However...

Women might go go through "The Ritual of Becoming Beautiful" (something I'm going to use for a copy-piece) multiple times a day...

...If she has different occasions to prepare for.

Anyway...

Thanks Arfa!

You're candor and insights are a delight!

Mark Pescetti

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Tinkerbell 12 years ago

This:

Originally Posted by ewenmack

...they are looking for the right outfit for the right occasion.

... whether that occasion is to meet a goal, to meet an emotional feeling, or to meet expectations of others. She buys clothes which make her feel good about herself -- in regard to the occasion at hand.

This explains a closet full of wardrobe and "nothing to wear." Each occasion must be specifically wardrobe-addressed. :-)

T
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- Mark Pescetti 12 years ago
  
  Originally Posted by Tinkerbell
  
  This explains a closet full of wardrobe and "nothing to wear." Each occasion must be specifically wardrobe-addressed. :-)
  
  This is wild.
  
  Again, I basically wear the same pants almost every day and just trade off different t-shirts.
  
  My wife on the other hand literally spends a half hour every single day deciding what to wear and trying on different combinations of clothes/accessories.
  
  What we're selling here are fashion accessories.
  
  But they're VERY high end and mostly one-of-a-kind.
  
  They have a way of solving the mystery of a closet full of clothes... and nothing to wear...
  
  Love your little insight there...
  
  Mark Pescetti
  
  Thanks
  
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Mark Pescetti

12 years ago

Originally Posted by Pusateri

Cutting edge is a dangerous place to be in this market. The potential buyer is going to worry if her friends will be able to perceive the quality and style. If they don't, she's been caught out of uniform. She's going to need to be able to justify to them what she's wearing.

I agree.

And...

If it's done right, then it's more than possible to trigger the "trendsetter effect."

Originally Posted by Pusateri

Alternatively, if you can somehow get women who's rank is beyond question to wear a new style, then all her friends (and enemies) will jump on board. Just like high school.

Exactly.

In this case, I think...

...It's a matter of inflaming a woman's desire to be seen as a fashion leader or local style icon.

Nobody wants to feel like their fashion risk won't pay off... unless there's social proof (past and/or present) that such attempts to set trends pays off.

That's something I still haven't triggered in the traffic coming onto the website.

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jessiepadgal

12 years ago

Originally Posted by Pusateri

There's less truth to that than you would think.

Quality has legs, materially and stylistically. Many women will happily keep classic pieces by St. John, Chanel and Valentino in their wardrobes for decades...while still acquiring more.

Yes.

The women purchasing high-end clothes are voting for the choices that will last today, and tomorrow...

They choose what defines them as a unique woman, and shows that to the world. It is about living their signature.

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Steve The Copywriter

12 years ago

I imagine the ladies will say it's all about style.

Paying that little bit more to get quality, great materials, and a fabulous design.

They'll also say it's worth paying extra to get clothes that last.

We buy most things on emotion and justify it with logic.

But why do we all spend big money on clothes*?

To satisfy our ego.

But we'll be dead in the water if we try and directly suggest that.

One way around is - is a build up saying ".....after all the hard work you do....etc... etc....

"Why not the best"

"You deserve the best"

"Isn't it time you treated yourself?"

Is difficult to say no.

Hope this helps,

Steve

P.S * luckily copywriters are different - we have to wear jeans, t shirts and trainers because it's the law

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Mark Pescetti

12 years ago

Originally Posted by Steve The Copywriter

P.S * luckily copywriters are different - we have to wear jeans, t shirts and trainers because it's the law

This is my block.

I own two pairs of jeans (one of which my wife bought me and I hate!) and a bunch of shirts I got from The Big Bang Theory Shop!

Right now, they have a team of photographers doing some shoots with models who are going to convey the emotions that each garment can make women feel. (e.g. sensual, excited, flirty, confident, mysterious, etc.)

You hit the nail on the head with "spend a little extra to get the best" approach.

I want to appeal to soccer moms who realize the value of investing more money for something that lasts a LOT longer...

...as much as women who will wear the apparel as a status symbol.

Originally Posted by Pusateri

Don't get caught out of uniform. Rank.

I was actually in the Marina District of San Francisco not too long ago, where all the richie-rich, social elite live.

The "woman" you just described are literally everywhere!

The "I've earned it" target is good...

...It hits that ego-centered, "you deserve anything you want" trigger.

Originally Posted by TopKat22

Definitely status, rank, keeping up with the Jones and staying on the cutting edge of fashion.

We've positioned the company as an entity on the leading-edge of fashion.

Women aren't buying it though.

The current voice comes from "the company."

Now they've hired a stylist to work with me who is going to become the mouthpiece for my copy.

Hopefully a more "female-toned voice" will resonate with the target audience more effectively and give the feeling of "cutting-edge" fashion in her presentation.

But the gem you hit is "keeping up" with other women.

This is a frickin' sweet way to trigger the ego, without making any balls-out assumptions!

Cheers All!

P.S. THIS is why I love the C.W. Forum!

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agc

12 years ago

Originally Posted by Reflection Marketing

This is my block.

I want to appeal to soccer moms who realize the value of investing more money for something that lasts a LOT longer...

...as much as women who will wear the apparel as a status symbol.

If you going to try to sell high end fashion to soccer mom's I think you're destined to fail. Soccer mom's don't live a lifestyle where they have a venue to even wear high end fashion.

The women who buy high end fashion have nanny's that take the kids to soccer, while they attend much more important social events, like tea with the ladies down at the bistro.

Soccer moms will buy high quality versions of the clothing they have a venue to wear. They will buy some nicer stuff for going out. But most of them aren't spending $1000 on a dress.

Pusateri nailed it. Look at the lifestyle of the customers in your price point, and adjust your target demographic accordingly.

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RickDuris

12 years ago

One of my Clients owns a high-end boutique in Orange County. $3000+ gowns.

I asked her your question.

She said the big reason is... uniqueness.

Women do not want to know their gown can be bought in department stores. Noordstrom, Macy's or not.

There are a couple of other secondary criteria, but they were practically irrelevant. By far, it's about uniqueness.

For what it's worth.

- Rick Duris

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Mark Pescetti

12 years ago

Originally Posted by RickDuris

One of my Clients owns a high-end boutique in Orange County. $3000+ gowns.

I asked her your question.

She said the big reason is... uniqueness.

Women do not want to know their gown can be bought in department stores. Noordstrom, Macy's or not.

There are a couple of other secondary criteria, but they were practically irrelevant. By far, it's about uniqueness.

For what it's worth.

- Rick Duris

Hey Rick!

I've definitely played the unique card... "as original as you are" type stuff.

I'll keep delving deeper.

You hit the nail on the head.

The more unique the products appear to the woman shopping, especially if she prides herself in having stuff nobody else does, the better our conversions will be.

It's all in the framing of the copy.

Cheers dude!

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EricMN

12 years ago

It really depends on the woman and also her relationship status.

I think there is an umbrella idea of "status", yes, most definitely.

But single and looking will be more likely to don a dress to dazzle a dude than one in a relationship.

Of course you have the, "She wants to look sexy in front of her man."

I call bull, she wants 2 things . . .

1. To make herself feel sexy

2. To make sure all the other women think she's sexy

They've done studies that show women as well as men are quicker to look at an attractive woman than an attractive man.

Think evolution. These aren't clothes, they're competitive weaponry.

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Wytnyt

12 years ago

They love the feeling of having a higher social status than other women, this is brought about by having better-branded clothing and accessories that people they see around them.

Here's a little secret that I would love to use if I ever get the chance to write copy of any kind for any type of product/accessory/thing for women.

Everlasting youth. From teens to adults to older women who want to be "forever young." And "forever classy."

It depends on the age-group. Whether they want to look sexy for her man, or to look classy and stand out from other women.

That's what I think, but I'm just a guy. heh

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CabTenson

12 years ago

Originally Posted by Reflection Marketing

But what (in your mind) compels a woman to do a Google search for new clothes and accessories?

Most of the responses so far have ignored the fact that looking for clothes via Google search is different than wandering through a store and finding something you like.

The motivation is the same for men and women for all types of products: They imagined something glorious in their heads and get excited to find that it really exists in real life. It almost feels like their own creation, so price is less of an issue, even if it's outside of their normal range. I have experienced this with furniture.

And...just a note to Reflection Marketing: I'd stay away from most of the men's responses. They tend to interpret women's action in a masculine way (example: women wanting to look good in comparison to other women is interpreted as an aggressive mentality that has to do with "competing").

Talk to the women. Ignore us men.

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angiecolee

12 years ago

Reasons that prompt me (also a dedicated jeans/t-shirt writer) to search Google for more fashionable accoutrements:

- Special Occasions

This one is obvious, like Arfa did when she attended the wedding, and like Tinkerbell mentioned with the "closet full of clothes but nothing to wear" nod. For special occasions, women like to feel like a brand new person. What better way to feel that way than a new outfit that makes you look and feel like a goddess?

- Seasonal Changes

This could be fashion, for the fashionistas. And part of your target market will definitely include these women. However, the regular (weather-related) seasonal changes also inspire women to get new clothes. Maybe her old winter coat finally fell apart or she needs sexy heels that will work in colder weather. Time to splurge on something that is hot and will last.

- Mood Changes

You touched on this briefly with retail therapy. Tinkerbell also touched on it with the right mood, right outfit theory. Every woman has her own sense of style, be it mainstream or otherwise. Within her own style, she has outfits and pieces that work with different moods. If she's feeling down on herself, she might wear her power suit in a "fake it 'till you make it" approach until people help her affirm her belief in herself. If she's not feeling sexy, she might purposefully dress that way to get that attention. On the other hand, she may dress sexy because she's feeling sexy and she wants you to know it. She may wear the power suit because she knows she's the boss and you should too.

Women wear clothes as much for others as themselves. Some women are about competition, and some are about rank. Others are about comfort and still others about style. Most women have (at one point or another in their lives) fit into one of the above categories, likely all three.

Hopefully that helps a little. I'm not high-end fashion and I certainly don't spend the kind of money on clothes that your target market does. But I understand the appeal of something that looks good and makes you feel good.

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debml 12 years ago

I recently had a discussion regarding this.

I admit... I'm a retailers dream. I don't typically try on clothing in the store, and more often than I admit, don't return things I don't like.

But, I typically don't order clothes online. I don't get the same sense of satisfaction that I do buying clothing in a store. For me, I think being able to touch the fabric dramatically adds to my satisfaction, as well as the instant gratification of carrying it home from the store.
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- BlackMetal 12 years ago
  
  a lot of girls love to hang out on gossip and fashion forums, many several times a day.
  I would say a lot of the reasons are tapping in to insecurities, trying to look like stars, trying to look younger, more attractive, fit in, stand out. Many many different reasons.
  
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Mark Pescetti

12 years ago

Originally Posted by angiecolee

Women wear clothes as much for others as themselves. Some women are about competition, and some are about rank. Others are about comfort and still others about style. Most women have (at one point or another in their lives) fit into one of the above categories, likely all three.

Thanks Angie!

The owner of the company was checking out this thread and appreciated your comments.

I especially appreciate "Women wear clothes as much for others as themselves."

Women especially wear clothes as a method to express how to they FEEL.

This is something I've spent quite of bit of effort spotlighting on the site and in the graphic ad copy.

Mark Pescetti

P.S. I just checked out your website... I love the layout you're using and the way you marketing your own biz. Great stuff! I'm in SF often... we should grab at cuppa joe sometime.

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angiecolee

12 years ago

Originally Posted by Reflection Marketing

Thanks Angie!

P.S. I just checked out your website... I love the layout you're using and the way you marketing your own biz. Great stuff! I'm in SF often... we should grab at cuppa joe sometime.

Thanks for the compliments! My web guy (also a warrior) will love it!

A cup of coffee sounds great! Next time you know you'll be in town, shoot me a PM or contact me through the form on my site - that's direct to my personal email.

I'm glad I could help

Thanks

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angiecolee

12 years ago

And I forgot one - the extension of retail therapy. One side of that coin is making oneself feel better. The other side is rewarding oneself for a job well done.

Lost weight? New dress.

Got a promotion? Kick-ass shoes.

Ditched the dead-weight boyfriend? Get some swanky jewelry.

A lot of the motivation for women buying clothing and accessories is emotional in one form or another.

Guilty

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MaxBounty

12 years ago

Originally Posted by Reflection Marketing

But what (in your mind) compels a woman to do a Google search for new clothes and accessories?

I very rarely shop online. The only times I've ever searched Google for new clothes or accessories have been when I was looking for something very specific and the time spent pounding the pavement would exceed the risk of buying something online and having to return it. For instance, I needed to find shoes with a heel height less than 1 3/4 inches for my wedding (or my dress would look too short). Impossible to find in-store, but found them quickly online after a search on Google. No real emotional drive but simple convenience...

When I shop for clothing (in-store), I'm also usually looking for something specific - either to fit a mood or for an event. Just this week, I was looking for clothes that were bright and fun to celebrate spring. I may be strange, but never do I look for the top brands. I glance into every store and if something catches my eye, I try it on. If it looks awesome, fits well, and makes me feel good then I buy it. One of my finds this week was a red and white striped top that was on sale for $10 but made me feel bright and sunny and like a million bucks.

While I want my clothes to look good (or sexy, or fun, or whatever fits the individual situation), I'm never emotionally motivated to "compete" with other women. I can't say that I've ever wanted to go to a specific store because that's where the "elite" shop. That, in my mind, is such a losing battle. I'll never be the skinniest, richest, most beautiful woman in the world and there will always be a hotter, newer, more expensive brand to be bought.

I aim to feel MY best and if a $10 or $100 t-shirt does that, then that's what I buy.

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sethczerepak

12 years ago

There are already companies spending billions researching this, you can shortcut it by looking at what they're doing.

Buy a Cosmo or other popular women's magazine and analyze the ads that are running on a consistent basis. Ask yourself which basic need they're catering to:

1) The need for excitement
2) The need for security
3) The need for validation

Then look at the specific words and languages they're using to appeal to each need. Patterns will emerge after a while, there are only so many emotions.

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KingOfContentMarketing

12 years ago

I just noticed this- Lorrie Morgan-Ferrero is having a free webinar tomorrow called "Behind the Curtain- Copy Secrets that Sell to Women."

If you Google that phrase you should find the sign-up page. I don't know anything more about it but it sounds interesting....

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Mark Pescetti

12 years ago

Originally Posted by Joe Ditzel

I just noticed this- Lorrie Morgan-Ferrero is having a free webinar tomorrow called "Behind the Curtain- Copy Secrets that Sell to Women."

If you Google that phrase you should find the sign-up page. I don't know anything more about it but it sounds interesting....

Cheers Joe!

I'm all signed up.

I haven't heard of Lorrie before.

She's got a nice essence and I appreciate how she singles out "conscious" entrepreneurs!

Thanks

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Mark Pescetti

12 years ago

Originally Posted by Joe Ditzel

I just noticed this- Lorrie Morgan-Ferrero is having a free webinar tomorrow called "Behind the Curtain- Copy Secrets that Sell to Women."

If you Google that phrase you should find the sign-up page. I don't know anything more about it but it sounds interesting....

So according to Lorrie...

...Video Sales Letters are essential for selling to women (as well as making everything visually appealing in general...)

None of the high end companies (like Nordstrom) have even tried this (that I've seen...)

Now obviously...

They're already established name brands.

So what do you think about selling apparel via a VSL?

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Pusateri

12 years ago

Originally Posted by Reflection Marketing

So according to Lorrie...

...Video Sales Letters are essential for selling to women (as well as making everything visually appealing in general...)

None of the high end companies (like Nordstrom) have even tried this (that I've seen...)

Now obviously...

They're already established name brands.

So what do you think about selling apparel via a VSL?

The only question is, "Does the ROI justify it?"

QVC is doing it: http://www.qvc.com/Fashion.category....297+4294937736

But their main selling venue automatically gives them video to use online.

J. Peterman's buyer demo skews female and they do well without even showing a photo of the item. Almost zero intellectual information is given. It's Kabuki copy. Mental video. And profitable. Women | The J. Peterman Company

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Raydal

12 years ago

Make their girlfriends jealous?

-Ray Edwards

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videolover7

12 years ago

Sharon Livingston created a "list of emotional benefits, which represent the underlying values, or self-statements we are trying to connect with product features, advertising images, concept messages" in her ebook, "Projective Techniques".

She narrowed them down to 37 emotional benefits.

Check it out. They start on page 19...

http://www.tlgonline.com/download/PTEbook.pdf

VL

P.S. What's the successful competition using?

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Bruce Wedding

12 years ago

You can get some more feedback here:

Ask500 - Public Opinion Polls for the World

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CopyWriteHer

12 years ago

What style is the clothing as in - artsy/bohemian, modern and trendy, classic or so forth? Also, what is the size range of the line?

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janet beal

12 years ago

About video sales letters: This month's issue of Entrepreneur mag (I THINK) revisits "classic" retail successes. Nordstrom's apparently sends email pix of things special customers might like (big on customer service, and this one certainly revives the woman at the local boutique who would call and say" we just got this in and I thought of you"). So video might work well--seeing how those evening gowns move, for example--sort of like a tiny private trunk show.

What happens if you turn the question around and ask the company's customers why they love to shop--then send them suggestions of what to buy depending. It's hard to argue with a retailer who asks you directly what you really want and then tries to offer it. These days it is all about what people want . . . .

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ShaneGorry

12 years ago

Originally Posted by janet beal

What happens if you turn the question around and ask the company's customers why they love to shop--then send them suggestions of what to buy depending. It's hard to argue with a retailer who asks you directly what you really want and then tries to offer it. These days it is all about what people want . . . .

That's an excellent idea. Many people with email list do something similar and it often works very well.

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Pusateri

12 years ago

Originally Posted by janet beal

About video sales letters: This month's issue of Entrepreneur mag (I THINK) revisits "classic" retail successes. Nordstrom's apparently sends email pix of things special customers might like (big on customer service, and this one certainly revives the woman at the local boutique who would call and say" we just got this in and I thought of you"). So video might work well--seeing how those evening gowns move, for example--sort of like a tiny private trunk show.

What happens if you turn the question around and ask the company's customers why they love to shop--then send them suggestions of what to buy depending. It's hard to argue with a retailer who asks you directly what you really want and then tries to offer it. These days it is all about what people want . . . .

You aren't likely to get any useful information by asking people what they want. That type of questioning engages the rational brain and people will give you logical answers that when put into practice produce few sales.

People, for the most part, don't really know what makes them buy, but if you question them they will give thoughtful answers they actually believe are true.

It's our job as copywriters and marketers to know people better than they know themselves.

There is an interview process that yields results, but it is time consuming. You have to purge all the logic from your interviewees and get them to reveal the emotions they attach to your product category. Then you have the emotional road map to the sale.

I don't know how Nordstrom's runs their suggestion campaign, but I'm willing to bet the recommendations are based on past purchases, not stated likes.

Observe what consumer do. What they say seldom matters unless they were emotionally engaged enough to tell you unsolicited.

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Grain

12 years ago

I like the "slip into the shoes" visualization method.

For 5 minutes, just imagine slipping into the same shoes (or heels)
of a female that you know which buys clothes.

Try to feel the whole process of shopping for clothing - the times
when their eyes light up while seeing a type of dress they adore...

Feel that excitement... Feel what retail therapy really does...
Think about why women buy clothes or shoes that they eventually
don't EVEN wear.

You might even want to accompany a female when she buys
clothes to learn about the way she thinks.

What does she do to spot a clothing that she likes?
How does she react?
What actions do they do? (Do they try to fit them on immediately?)
What are her tastes?
What is the current trend for her? Does she follow season fashion?
Who is beside them while shopping?
Who influences their decisions? Their husband, their boyfriend,
their girl friends, society itself?
Do the clothes fit a certain occasion/ social situation?

Well, it's kind of like motivational research. Remember how Gary
Bencivenga had to stalk a "security guard" in the dark hours just to
discover what kind of motivation was resting behind it all.

The best kind of research is when you *indirectly* draw out the
answers from conversations and stories, or when you actually go
out and observe your target audience.

Questions hardly cut it - though it can reveal fundamental things
about what you need to know...

Just my humble opinion.

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Mark Pescetti

12 years ago

Originally Posted by Grain

I like the "slip into the shoes" visualization method.

For 5 minutes, just imagine slipping into the same shoes (or heels)
of a female that you know which buys clothes.

Try to feel the whole process of shopping for clothing - the times
when their eyes light up while seeing a type of dress they adore...

Feel that excitement... Feel what retail therapy really does...
Think about why women buy clothes or shoes that they eventually
don't EVEN wear.

You might even want to accompany a female when she buys
clothes to learn about the way she thinks.

What does she do to spot a clothing that she likes?
How does she react?
What actions do they do? (Do they try to fit them on immediately?)
What are her tastes?
What is the current trend for her? Does she follow season fashion?
Who is beside them while shopping?
Who influences their decisions? Their husband, their boyfriend,
their girl friends, society itself?
Do the clothes fit a certain occasion/ social situation?

Well, it's kind of like motivational research. Remember how Gary
Bencivenga had to stalk a "security guard" in the dark hours just to
discover what kind of motivation was resting behind it all.

The best kind of research is when you *indirectly* draw out the
answers from conversations and stories, or when you actually go
out and observe your target audience.

Questions hardly cut it - though it can reveal fundamental things
about what you need to know...

Just my humble opinion.

Visualization, or Hypnotic Sales Techniques, are fantastic...

...if you're connecting with women's emotions (in this case) spot on.

Mark

P.S. I go shopping with my wife all the time. It's exhausting, chock full of different ways of asking: "does this make me look fat?"

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Steve The Copywriter

12 years ago

Mark,

Our very good friend Pusateri mentioned on thread 38 - The J Peterman Company.

And my goodness - if you want to read some of the best stunningly brilliant copy on clothes - have a look at the site.

The copy really does make you say "Wow"

And request an "Owners Manual" - you'll have a treasure chest full of exceptional ideas.

Steve

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Mark Pescetti

12 years ago

Originally Posted by Steve The Copywriter

Mark,

Our very good friend Pusateri mentioned on thread 38 - The J Peterman Company.

And my goodness - if you want to read some of the best stunningly brilliant copy on clothes - have a look at the site.

The copy really does make you say "Wow"

And request an "Owners Manual" - you'll have a treasure chest full of exceptional ideas.

Steve

Thanks for pointing that out Steve!

I'm on it!

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wilmath

12 years ago

Nobody has mentioned Art.
Women appreciate good design and like to surround themselves with it.
Sure, Jewelry and high end clothing can be used as a weapon but there is also the artistic aspect.

And it is not just confined to clothing.
I'll bet 90% of the things on families walls in the home were decided on and
put there by the woman. Single women put a lot more effort into
decorating their living spaces than men do.

Undoubtedly, you won't be selling the clothes Lady Gaga wears
but part of her act is the visual bounty she provides with her flamboyant outfits.

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Mark Pescetti

12 years ago

Originally Posted by wilmath

Nobody has mentioned Art.
Women appreciate good design and like to surround themselves with it.
Sure, Jewelry and high end clothing can be used as a weapon but there is also the artistic aspect.

And it is not just confined to clothing.
I'll bet 90% of the things on families walls in the home were decided on and
put there by the woman. Single women put a lot more effort into
decorating their living spaces than men do.

Undoubtedly, you won't be selling the clothes Lady Gaga wears
but part of her act is the visual bounty she provides with her flamboyant outfits.

I use the term "fashion-art" throughout the copy.

And I totally agree with you.

It also plays off of what Rick Duris said in driving home how unique the products and how you can't buy them at department stores...

Mark

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Marci Ann Aurila 12 years ago

wow, I can really relate to this!

First, I dress more for me and my female friends than my husband.

I put on something to feel confident and powerful. I like to buy thing for the OMG moment when I feel so good in something I MUST share a picture on FB with all my girlfriends who also like clothes and shoes. I love to get the feedback. I love to tell my friends when they look great in something too.

The feedback I get from showing off a new color or style of something empowers me, make me smile and go 'yay!'. I always get a 'feel-good' response. 'omg, that color is amazing on you, your eyes really stand out' or 'I love that style, I wish I could wear it (this, honestly, invokes a slight feeling of superiority which is quickly replaced with a feel-good response back, with a compliment about a style they would look awesome in.)

Getting good feedback on our choices makes us feel justified in hte purchase as well. 'oh good, now I don't have to feel guilty for spending money on this cause my friends say I rocked the new jeans (or whatever)

We (most women) like hte feedback, compliments as much as Giving feedback and compliments. it is a way to connect with people.

Yes, there are those 'good gravy I feel sexy with this on' moments too.

Also so many women change shape in life and it is a great feeling to knwo you can still purchase stuff that makes you fee like parading through the street whether you gained or lost 100 lbs. fashion and looking good is not really about vanity as much as some people think it is. it about allowing ourselves to feel good no mater what size we are. that is not vain, but it is actually quite necessary.

Oh, and if your significant other likes it, more power to the outfit! It is a great bonus that makes you all the happier/more confident/loved/noticed

hmmm. my 2 cents turned into a dollar! lol
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cwilliams6009 12 years ago

FWIW, I hate clothes shopping. but I love having beautiful clothes. Here's a quote I find true:

Girls dress for guys.
Women dress for other women.
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janet beal 12 years ago

Got curious and spent a little time this morning trying on stuff and asking myself why I bought it--specifically, what sold me on the choice I made. Now that I have my clothes back on, a suggestion: the clincher for me in a lot of choices was the way clothes felt--a really sensation thing. How a garment looks is one thing--if you want to reach out and touch it, that's another one, and it goes way beyond the scratchy neck label. The weight, texture, even smell and sound of clothes and accessories all play a part in choices. The cotton people are heavy into "the touch, the feel," and maybe there are other applications. The above research was conducted with a variety of t-shirts and sweatpants, but the principles may apply upscale as well. Clothes you can't keep you hands off--well, like that.
- Thanks
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Steve Hill

12 years ago

Originally Posted by Pusateri

You aren't likely to get any useful information by asking people what they want. That type of questioning engages the rational brain and people will give you logical answers that when put into practice produce few sales.

People, for the most part, don't really know what makes them buy, but if you question them they will give thoughtful answers they actually believe are true.

That's definitely true to some extent, even Ogilvy referred to that. The fairly new science of neuromarketing is providing some interesting insights. For example, warning labels on cigarette packs are actually increasing desire among smokers, not reducing it. They see that warning, and want a cigarette.

Some insights into what neuroscience is discovering about consumer behavior are found here.

Short of having an fMRI lab to discover what the women's clothing buyers want, and short of finding true answers from the shoppers (even via oblique questions such as "What was your favorite dress ever? Why?"), there are a number of other indirect ways to reseach what your customers really want.

Recent advances in science (such as fMRI studies) and technology (internet) have made consumer science a very different game than it was even 10 years ago. The interesting thing is that basic human subconcious psychology hasn't changed much, but interaction patterns (attention span, for example) are changing fairly quickly, and becoming hardwired.

Just observing young kids today interacting with new technology shows huge shifts in just a couple of generations. It's natural to them now. Consumer behavorial changes provide really interesting insights as to what trends are going to have profound implications in marketing.

Some things will remain the same, such as underlying psychology, but some things are going to make marketing of the future very different, such as attention and advertising propagation mechanisms.

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Mark Pescetti

12 years ago

Originally Posted by Pusateri

You aren't likely to get any useful information by asking people what they want. That type of questioning engages the rational brain and people will give you logical answers that when put into practice produce few sales.

People, for the most part, don't really know what makes them buy, but if you question them they will give thoughtful answers they actually believe are true.

It's our job as copywriters and marketers to know people better than they know themselves.

There is an interview process that yields results, but it is time consuming. You have to purge all the logic from your interviewees and get them to reveal the emotions they attach to your product category. Then you have the emotional road map to the sale.

I don't know how Nordstrom's runs their suggestion campaign, but I'm willing to bet the recommendations are based on past purchases, not stated likes.

Observe what consumer do. What they say seldom matters unless they were emotionally engaged enough to tell you unsolicited.

We actually send out an email when the customer receives their package via FedEx.

We try to capture how they FEEL when right when the excitement is peaking and they're experiencing the raw emotion about their new garment - so we can utilize their response for future copy ideas.

This works way better.

Because I agree, if you ask women upfront why they shop, you'll get a much more cerebral answer.

Still...

Good, out-of-the-box thinking...

Mark Pescetti

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copyassassin

12 years ago

Originally Posted by Reflection Marketing

why women shop for clothes..

To hurt their husband where is hurts...

... the wallet.

Nothing gets my male clients blood pressure more up than they see a line item for $10,000.00 worth of shoes on their monthly amex centurion card statement for shoes that get tossed into the closet.

I write this because the other replies are outstanding and this is the only other deep seeded emotion left.

The pissed off women who wants to piss off her husband.

Maybe he cheated. Maybe he forget a birthday. But somewhere in there the man "wronged" the women, and its payback time.

Also, the piggy-back on another poster but add a little detail is for the women who wants attention. Shopping at high end places can be really emotionally filling because you get a lot of attention and ass kissing. I love it.

Great thread Mark.

Adam

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Pusateri

12 years ago

Originally Posted by copyassassin

To hurt their husband where is hurts...

... the wallet.

Nothing gets my male clients blood pressure more up than they see a line item for $10,000.00 worth of shoes on their monthly amex centurion card statement for shoes that get tossed into the closet.

I saw this happen a couple months ago at a high end estate sale.

A very attractive woman in her mid-fifties walked in and began looking at the jewelry. She struck up a conversation with my female business partner (who was also looking at the jewelry. Big surprise).

Within minutes she spilled her heart about her husband cheating and how she just wasn't pretty enough anymore. Soon all the hens where gathered around comforting her and giving advice, which consisted of ways to make him pay.

And she did. Wrote a check for $100k in estate diamonds. Seemed to make her feel much better. She was virtually floating when the guard escorted her to her car with her purchases.

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Roger08

12 years ago

Girls are girls.. their are lots of girls go for brands.. but i'd rather appreciate seeing those women wearing a not too expensive clothes as long as she looks good wearing it..its a matter of how she carry her dress!

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angiecolee

12 years ago

Originally Posted by Roger08

Girls are girls.. their are lots of girls go for brands.. but i'd rather appreciate seeing those women wearing a not too expensive clothes as long as she looks good wearing it..its a matter of how she carry her dress!

Wow. Really?

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josephjabawaba

12 years ago

Originally Posted by angiecolee

Wow. Really?

I agree. When I see a girl decked up to the nines in designer gear, I think it looks great, but would be a headache as a partner. It can make them look inflexible, and demanding (ie. looks are more important than financial situation, or even that they're not much interested in anything more than how they are perceived by other people). But it's just an opinion, and there are many who would and will disagree. It goes for men as well, it's not just women, so it's not a gender thing, I just don't intend to partner with a guy so I don't think about it with guys too much, not much with women either really.

It's not an opinion that I would usually tell other people, but this is a forum, so I am allowed to lose all my inhibitions...

I might be slightly digressing from the topic, so forgive me.

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Alexa Smith

Banned 12 years ago

Originally Posted by josephjabawaba

When I see a girl decked up to the nines in designer gear, I think it looks great, but would be a headache as a partner.

I wish you success in finding a nice, scruffy, badly-dressed girl for yourself, then, Joseph.

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agc

12 years ago

Originally Posted by Alexa Smith

I wish you success in finding a nice, scruffy, badly-dressed girl for yourself, then, Joseph.

So you're saying a guy should want a girl who sells herself like a WSO?

Here's a clue. If she looks great in jeans and a t shirt without makeup... she'll still look great without the jeans and t shirt.

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Alexa Smith

Banned 12 years ago

Originally Posted by agc

Originally Posted by Alexa Smith

I wish you success in finding a nice, scruffy, badly-dressed girl for yourself, then, Joseph.

So you're saying a guy should want a girl who sells herself like a WSO?

No, I didn't say that.

Nor did I say anything that began to suggest, imply or resemble that in any way.

Nor do I think that.

Apart from that, well done. :rolleyes:

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agc 12 years ago

Originally Posted by Alexa Smith

No, I didn't say that.

No, I didn't say that.

Correct.

Nor did I say anything that began to suggest, imply or resemble that in any way.

Incorrect.

Nor do I think that.

So you say, but the evidence is contradictory.

Apart from that, well done. :rolleyes:

Likewise, congratulations are in order for digging up a scrolled thread and making a completely irrelevant post. :rolleyes:
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OliviaHoang

12 years ago

Fashion is aspirational. Especially higher end fashion.

I know the women in the Bay Area who like to buy these kind of clothes.

Here is a composite of my woman friends from the Bay Area who would buy higher end clothing:

1. Works for Facebook, Google, Twitter, or a promising start-up as a product manager/engineer. She might even work for a fashion-related company like Joyous or Polyvore!

2. She works in a heavily male-dominated field, and feels tired of being around testosterone all day.

3. She needs to take a break from the logic-dominated field she's in for a while. So immersing herself into design, art, and of course, fashion, is a way to balance out her interests and keep her from feeling bored with her life and work.

4. Money is not really an object, since she is VERY well paid. But she's no dummy, and a piece really has to speak to her before she'd ACTUALLY pay full price for it.

5. She is very intelligent and HIGHLY educated. Very well traveled and cosmopolitan.

6. She is type-A and LOVES to win. She wants the best of EVERYTHING and works hard to make sure she gets it.

7. If she wants something, she WILL GET IT.

8. High end clothing is a way for her to pamper herself for all hard work she's putting in at the office. It reminds her of what she's working so hard for: to BE THE BEST and HAVE WHAT OTHERS CAN'T.

9. She lives by the motto: work like no else will, LIVE like no one else CAN.

That's my experience of my successful women friends who like high end fashion.

I hope that helps!

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Mark Pescetti

12 years ago

Originally Posted by OliviaHoang

Fashion is aspirational. Especially higher end fashion.

I know the women in the Bay Area who like to buy these kind of clothes.

Here is a composite of my woman friends from the Bay Area who would buy higher end clothing:

1. Works for Facebook, Google, Twitter, or a promising start-up as a product manager/engineer. She might even work for a fashion-related company like Joyous or Polyvore!

2. She works in a heavily male-dominated field, and feels tired of being around testosterone all day.

3. She needs to take a break from the logic-dominated field she's in for a while. So immersing herself into design, art, and of course, fashion, is a way to balance out her interests and keep her from feeling bored with her life and work.

4. Money is not really an object, since she is VERY well paid. But she's no dummy, and a piece really has to speak to her before she'd ACTUALLY pay full price for it.

5. She is very intelligent and HIGHLY educated. Very well traveled and cosmopolitan.

6. She is type-A and LOVES to win. She wants the best of EVERYTHING and works hard to make sure she gets it.

7. If she wants something, she WILL GET IT.

8. High end clothing is a way for her to pamper herself for all hard work she's putting in at the office. It reminds her of what she's working so hard for: to BE THE BEST and HAVE WHAT OTHERS CAN'T.

9. She lives by the motto: work like no else will, LIVE like no one else CAN.

That's my experience of my successful women friends who like high end fashion.

I hope that helps!

Olivia!

I 100% agree with everything you've just delineated in the archetype of who buys from us...

...You're absolutely spot on.

There are other archetypes, reasons, facets and triggers for sure, but you painted a picture that's a must for the copy to convey (and connect with.)

Right now, there's way too much copy and not nearly enough visuals.

Being able to appeal to the women you're outlining has to have a visual trigger/component to the copy.

We're playing with the organization of the site to create a more seamless shopping experience...

...Because at this point, it's too copy-heavy and doesn't have enough of the shop-site mainstays.

Also...

Since the company is based out of SF, we definitely MUST appeal to the women you described.

Mark Pescetti

P.S. Got your email Olivia... Thanks for reaching out. You're awesome!

Thanks

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Bruce Wedding

12 years ago

It occurs to me that websites don't allow women to shop the way they do in real life, simply browsing the racks, sliding the hangers down the rail, looking at each piece. Then when something strikes her fancy, she'll pull it off the rack, look front and back, maybe hold it up to herself and glance in a mirror.

Here's an idea for free, more to do with website than copy though...

Build a site that allows women to do that virtually. They click to the "Blouses" section or "Dresses" and then start running through the racks. One item is presented at a time. This would be easy to do with a flash carousel.

Here's the beauty part...

Have the customer register and then build a virtual model of themselves. It could be to simply choose a body type, height weight and skin color. Then, upload a face pic. The site creates a model of her and when she wants to "try something on", just click a button and the dress, jeans, blouse or whatever is displayed on her. Talk about an involvement device...

I know there's technology to do this type of thing already.

I think this would be freakin' awesome and is the type of thing that could get a lot of press with a good press release.

Just throwing it out there.

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Mark Pescetti

12 years ago

Originally Posted by Bruce Wedding

Here's an idea for free, more to do with website than copy though...

Build a site that allows women to do that virtually. They click to the "Blouses" section or "Dresses" and then start running through the racks. One item is presented at a time. This would be easy to do with a flash carousel.

Here's the beauty part...

Have the customer register and then build a virtual model of themselves. It could be to simply choose a body type, height weight and skin color. Then, upload a face pic. The site creates a model of her and when she wants to "try something on", just click a button and the dress, jeans, blouse or whatever is displayed on her. Talk about an involvement device...

I know there's technology to do this type of thing already.

I think this would be freakin' awesome and is the type of thing that could get a lot of press with a good press release.

Just throwing it out there.

Sup Bruce!

The only way I know how to do this is through a Wix.com site...

...Do you know of any other options?

I think you're definitely onto something.

It would be interesting to test what you described against the current site when driving traffic from Adwords...

Mark

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zachary0611

12 years ago

To raise their status amongst other females is a big reason, too. But they will tell you they do it for themselves. lol

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kayebee

12 years ago

For me, I love new clothes! It's something that I haven't had or felt before that entices me to buy. It's on the same level as going to a new restaurant. I don't shop often but when I do I go nuts. I love to feel clothes. I am drawn to the textures and before I buy, I have to see if my body feels good in the clothes. It's a huge plus if the texture smells good too! I have a love affair with denim!

I haven't bought a lot of clothes online, but when I do it's the exact opposite to when I'm in the store. The design patterns attract me. I need patterns, the more wild and colorful the better. The designs have to speak to me in some way. I have a feeling this post is not helpful but I hope this helps.

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debml

12 years ago

The "feel" of the clothing is the hardest thing to address online.

I had an appointment today in a very high end San Francisco neighborhood. When I was leaving, the client said something about my coat that had been hung up for me during our meeting. Was it expensive? I don't know... that's what I get for letting my mom buy clothes for me (but I so love presents

)... but people who know quality can tell. On the elevator on the way down, we talked about a store where his wife shops that I know, very high quality - not just due to recognizable brand name.

We buy on emotion, but justify on logic. Logic online is a little more difficult to tackle.

In a previous post, you mentioned shopping with your wife. You are her logic (BTW, huge redeeming quality in a man (IMHO)).

I'm sure I'm not the only one who has bought items online that assured they were "authentic" but in reality, were knock-offs.

With the major retailers, it's easier to accept that if there is a problem, it will be resolved.

Preparing my taxes, I found a few things that I'd paid for online, that I have no recollection of ever receiving. Not clothing related, but one item I recently purchased for $24... I've sent several emails, no resolution. Yes, there's recourse through the payment method, but how much of my time is worth recouping $24. Will I purchase from this vendor again? No. Will I take the opportunity to share my negative experience should the opportunity arise? Yes. I have to consider the value of my time.

For this reason, I'm more likely to buy from online sites I don't know, primarily through the recommendation of people I trust. This may even be from a recommendation that I don't personally know, like blogs that I regularly read.

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dame016

12 years ago

Let me tell you a secret. Women doesn't dress for men, they dress for other women.

Who would scrutinize the details of the clothes and accessories a lady is wearing? A fellow women, of course. Men would only go for the entire package. Details are irrelevant.

When women shop, it's either they are going to this great, big event or they're just bored with the clothes in the closet, or they are stressed and/or heartbroken. Shopping, as much as it is amusing and exciting, is a pain in the head and in the calves. We have to find that va-vavoom dress that would make our hearts leap. And if there's one in this shop, there's probably something better in the adjacent shop. We have to check every store to make a decision.

And when you think that finally settling on one dress makes a woman stop. Then think again. There's still the shoe and accessories department.

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VickiLee

12 years ago

Reflection Marketing-- I'm sorry.. I'm going to have to agree with the "high-end clothes" comments above. Women who buy high-end clothes, don't shop on the internet. I spent over 20 years in the corporate world-- a lot of it interacting with the "C" suite.. and women do get paid to look good--which includes weight and clothes.. and we dress for each other as much just as often as we dress for men. Women comment on other women's attire. Men get the general impress "looks good", "looks sexy"-- and would be pretty hard pressed to give a detailed description of the outift. We buy clothes for occasions: new job, promotion, boyfriend, party, special celebration.. and therapy-- depressed, lost job, lost boyfriend.. or just because how we look is a very, very big part of our self image.

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Mark Pescetti

12 years ago

Originally Posted by VickiLee

Reflection Marketing-- I'm sorry.. I'm going to have to agree with the "high-end clothes" comments above. Women who buy high-end clothes, don't shop on the internet.

That's fundamentally NOT a true statement at all.

I have tons of stats that not only say the opposite, but in reality, it's such a HUGE market (women who shop for high end clothing) that it's become massively competitive.

Just ask Google

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bchez

12 years ago

I am not sure if you are still checking in..

I think your biggest problem is that you are trying to find out why women buy high end products, but I think the motivations you have listed are motivations for women to buy known high-end brands, not new brands - you need to think of why a woman would want to give your brand a try. I think you are going to have a hard time selling a new line of luxury goods online to women, unless other women are telling them to buy it.

What I would do is find out where your customer is hanging out online, and then see what blogs and other reading materials are resonating with her. I never like guessing what my customer's motivation is, I like to try and learn from the horses' mouth.

For example, find products similar to yours in Pinterest, find out who is pinning them, and see where else she is pinning from - find the voice of the places she is frequenting.

I used to spend a lot of time in the Purse Forum. I had never heard of Hayden and Harnett bags, but some of the girls insisted they were amazing, and each time H&H had their annual sales, it would start a buying frenzy the likes of which I had not seen before.

Of course, you can go the usual route of brand ambassadors for your products - members of this group might be a good place to start. heartifb dot com

Another place you might find some of your customers conversing in their natural habitat is: Corporette dot com

Sorry, not enough posts for links.

Hope some of this is helpful - let me know if I can help brainstorm any further.

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Mark Pescetti

12 years ago

Originally Posted by bchez

I am not sure if you are still checking in..

I think your biggest problem is that you are trying to find out why women buy high end products, but I think the motivations you have listed are motivations for women to buy known high-end brands, not new brands - you need to think of why a woman would want to give your brand a try. I think you are going to have a hard time selling a new line of luxury goods online to women, unless other women are telling them to buy it.

We've created a female voice for the marketing that we're testing as I type this.

The voice on the site is too male.

You're right, women need to hear this from women.

The character I created has a much softer tone and speaks to the target audience much more effectively.

We're some end-to-end split testing to gauge how this is working.

You're spot on in your assessment!

Mark Pescetti

P.S. I love your brand... Style Clarity is an awesome name and message. Your blog "4 Ways to Wear Your Spring Scarf" IS our audience...

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bchez

12 years ago

Originally Posted by Reflection Marketing

We've created a female voice for the marketing that we're testing as I type this.

The voice on the site is too male.

You're right, women need to hear this from women.

P.S. I love your brand... Style Clarity is an awesome name and message. Your blog "4 Ways to Wear Your Spring Scarf" IS our audience...

Oh great! I hope "she" goes well for you guys! ;-)
Hopefully you will think to update us. I love testing and testing results.
And thanks for the nice comments on my site!

Thanks

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Lori Kelly

12 years ago

Not sure if this helps, but I recently bought some designer golf clothes. High end shirts, shorts, matching hats, etc.

I was playing like crap before I bought the clothes and when I wore my first new classy outfit, I played better than I have in over a decade.

My physical ability didn't change but my mentality certainly changed as soon as I got dressed and looked in the mirror.

The old saying that when you look good, you feel good is true.

And buying on emotion and justifying it with logic, you bet. I didn't care what price the clothes were if I liked them. I justified the purchase by telling myself that I deserved them.

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PhilippaWrites

12 years ago

I'm totally not your target market, nor do I know much about them, but I do know that more women are justifying their purchases of high-end items as "investments" for the future.

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Dan Curtis

12 years ago

Originally Posted by Reflection Marketing

I'm working for a fashion company and we're targeting the primal desires/emotions for why women shop for clothes.

I got the need to dress as a way to express her emotions, conveying a certain image/style (e.g. retro, hippie, modern, etc.), gearing up for a particular occasion, etc...

However...

I was thinking about the more primal reasons that women enjoy looking beautiful:

To feel more confident
To feel more sensual
To feel more attractive to the opposite sex
To feel more unique & special

I don't think that you have precisely formulated your question. There are several very different concepts here.

You are assuming a connection between "why women shop for clothes" and "need to dress" and "women enjoy looking beautiful." These may be -- and in fact almost certainly are -- entirely different buttons.

The only way to know is to do an in-person, face-to-face survey of a cross section of your target public. They are the only ones that can give you the answer. Anything else is supposition and guesswork.

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Question about why women shop for clothes...

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