I’m just finishing a good read looking at retail and the power of the women consumer market.
“Power of the Purse� by Fara Warner (get it at Amazon.com or Kalahari.net).
The book looks at the power shifts in gender roles statically, and combines this with practical application taken from some of the biggest world brands, ie McDonalds and Nike. They work through the thought process and research that these companies used to get the competitive edge. Although the stats are all USA based. I think in South Africa we are moving into a similar situation at an alarming rate.
In dealing with generational and gender issues, this is a must read for anyone in retail, marketing or even product development, for insight into connecting or tapping into this growing market.
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