A niche car-rental company in Turkey, Pudracar, is targeting women clientÃ¨le 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.