The female thirst for information remains acutely different to that of men. Learn more about the opportunity for layering information and why this can work well for female audiences.

Thanks to: Linda McGregor, All About Eve

Getting right to the heart of differences between men & women Linda reveals why time poor messages are often rejected by females and how marketers might work to embrace the empowerment females feel when it comes to managing their world.

Thanks to: Linda McGregor, All About Eve

Selling fashion to women can be about painting a picture of an aspirational figure to look up to, such as the approach of “This is what the stars are wearing…” And, with the help of Jennifer Hawkins that’s exactly the approach Myer is taking with their latest campaign, Make a Statement.

While this is probably successful in its own right it seems to me what is more refreshing is the approach Westfield are taking with their What’s What campaign. Launched towards the end of 2006, What’s What started off as a TVC but has developed into a deeply integrated approach including a website full of information. The approach is different. Rather than telling women what to wear, providing a must use formula for females, Westfield tap into what women love; advice, information and acknowledgement she can make up her own mind.Initially the TVC introduced credible stylist, Fifi and gave ideas and inspiration, not just aspiration. The website expands to an encyclopaedia of information where females can access constantly updated news, trends, styling tips, and e-newsletters. The fact that all of this comes courtesy of Westfield fades into the subconscious. Someone smart in the Westfield marketing department said, “Let’s give women what they want – a bunch of ideas/advice, then let them make up their own minds and form their own look”.

What’s What focuses on the shopper and giving her what she wants.

Contribution from: Linda McGregor, All About Eve

Thanks to: Myer, Westfield