A niche car-rental company in Turkey, Pudracar, is targeting women clientèle with a fleet of pink BMW 3 Series cars. The Beamers offer such goodies as DVD players, LCD screens, and iPod/wireless internet access. For the girly-girls, Pudracar offers select snacks, cosmetics, and make-up tools.
Implications - Now that it is becoming more common for women to be the breadwinners of the family, luxury retailers are focusing on providing more feminized versions of their pre-existing products in order to appeal to this new demographic. Businesses that aren't afraid of a little pink or remixing their products/services to appeal more to women will surely develop a strong female consumer base.
Key Themes Behind This Trend
- Feminized Luxury Products
- Luxury retailers are creating more feminized versions of their products to appeal to the growing demographic of women as breadwinners.
- Niche Car Rentals
- Specialized car rental companies are targeting specific demographics, such as women, by offering unique features and services.
- Girly Technology Features
- Technology products and services are being customized to cater to women's preferences, incorporating features like DVD players, LCD screens, and wireless internet access.
Where This Applies
- Luxury Retail
- Luxury retail companies have an opportunity to tap into the growing market of women as the main earners in their households by creating more feminine and tailored products.
- Car Rental
- Car rental companies can differentiate themselves by targeting niche demographics, such as women, and offering specialized features and experiences.
- Technology
- Technology companies can develop products and services that cater specifically to women's preferences, incorporating features like DVD players, LCD screens, and wireless internet access.
