• General 0844 586 0001
  • Support 0844 5877 360
  • Login
Latest Blogs:

The Use of Personalisation in Social Media

How to integrate email and social media

5 ways to personalise your website to improve the customer experience

Lessons from ABTA’s Travel Marketing Conference 2022

Bye-bye FLoC, Hello Topics

5 things marketers can learn from the Super Bowl

How to use email marketing to supercharge your event engagement

5 Marketing Frameworks to help you succeed

16 trailblazing female email marketers speak up for International Women’s Day 2022

5 Useful Replenishment Email Marketing Examples

MENU
Pure360
  • Product
        • Platform

        • Integrate
        • Analyse
        • Personalise
        • Deliver
        • Features

        • Email Marketing
        • Website Personalisation
        • Marketing Automation
        • Email Personalisation
        • Consultancy

        • Maturity Model
        • Strategic Planning
        • Customer Success
        • Why Pure360
        • Our latest case study

          The Rivervale team improved their email marketing results by 40% with Pure360

          Read more
  • Industry Solutions
        • Ecommerce
        • Travel & Hospitality
        • Retail & Fashion
        • Health & Beauty
        • Insurance
        • Publishing
        • Our latest case study

          The Rivervale team improved their email marketing results by 40% with Pure360

          Read more
  • Services
    • Customer Success Team
    • Managed Services
    • Creative Services
    • Abandonment Recovery
    • Single Customer View
  • Resources
    • Blog
    • Guides
    • Webinars
    • Events
    • Case Studies
    • COVID-19 Strategies
  • Pricing
  • About
    • About Pure360
    • Meet the Team
    • Careers
    • Pure360 and GDPR
    • Contact Us
    • Customer Success
    • Support
  • Book a Demo

💪 How strong is your email game? Find out how to stack up against your industry peers by taking the Pure360 Bench Test

fashion

Redefining the rules of fashion marketing around gender

Published July 5, 2017

There’s something about shopping for clothes that divides the genders.

Of course it’s a sweeping statement, but ask females and males about their thoughts on shopping for clothes and you’ll typically get very different responses.

Research by Forsee suggests men convert at a higher percentage than women and their purchases have a higher value than those of female shoppers, suggesting they shop for specific items to buy (CPC Strategy, 2017). The same research also suggests that males are less likely to recommend a site than females. Some also say that male shoppers will come back more routinely to buy what they know they like, while females spend more time browsing and trying new products (CPC Strategy, 2017).

Of course some of this could be to do with breadth of choice and societal pressures, but nevertheless it still suggests we need to modify our marketing tactics according to the gender that the shopper identifies with.

In this post, we take a look at how you can change your marketing tactics according to gender – what marketing message or tactics you may want to prioritise according to whether someone is buying menswear or women’s fashion.

Difference in attitudes

You may not hear about the growth of the menswear market as much as female fashion but according to some it represents one of the biggest growth areas in eCommerce (Quartz, 2015). A lot of this success could be attributed to eCommerce – the ability to buy clothes quickly with minimum fuss.

Some buyers of menswear even shun a unique experience offered by brands in favour of finding clothes quickly and conveniently through the likes of Amazon who successfully host a plethora of menswear brands on their platform. Buying womens’ fashion from Amazon rather than ASOS may seem like alien concept to most but to menswear shoppers, it seems like a reasonable option.

This difference in attitude reflects my belief that in general men place an emphasis on wanting things quickly and conveniently. They’ll spend less time browsing and more time finding specific items they know they need. It could mean that promoting an efficient search function on your website or fast delivery might be more appealing to buyers of menswear than to females who may value browsing and richer customer content such as video and styling blogs.

Prioritising messages

Personalisation is key to both audiences but the way you use it in menswear and women’s fashion may differ. You should use the customer’s data to create personalised suggestions for both sets of shoppers but it might be worth prioritising different messages for the different sets of shoppers. For instance, promoting breadth of choice, reviews, recommendations and access to richer content might attract more attention in female fashion while menswear shoppers may prioritise the ability find what they’re looking for fast.

And when it comes to email you may want to prioritise replenishment emails for menswear shoppers who want to stock-up on tried and trusted items. It might be wiser to push requests for recommendations and social shopping for female fashions who view retail as a recreational activity that they’re likely to talk to their friends about.

So when it comes to marketing to your shoppers don’t think that one message will fit all. It’s important to consider both individual preferences and the impact of gender behaviour on the online shopping experience.

And remember, it’s possible to deliver an entirely customised shopping experience using behavioural targeting tools such as PureTargeting to cater for those preferences and behaviours.


Download the Sector Series: Email Marketing for Retailers guide



Email Strategy Personalisation & Targeting email personalisationemail strategyretail email marketingretail emails

More articles

Komal Helyer 07/02/22

5 persuasion techniques to supercharge your email campaigns

You’ve done everything right. Crafted an irresistible subject line, featured a stunning banner image, and penned some seriously snappy copy….

Read more
zero party data_2022

Komal Helyer 01/02/22

What is zero party data?

Data has been a hot topic for marketers in recent years. GDPR, privacy, data and ad tracking are all topics…

Read more

Komal Helyer 10/12/20

Top use cases for Marketing Automation in the Travel Industry

Travel and tourism made up 10% of the global GDP in 2019 – being worth almost $9trillion. But despite this…

Read more
More blog posts

Become a better marketer

With our free learning resource! Sign up now for access to the UK's best strategy advice, industry innovations, best practice and tons of actionable insights. #betterstartshere

Product

  • Integrate
  • Analyse
  • Personalise
  • Deliver

Industries

  • Ecommerce
  • Retail and Fashion
  • Travel and Hospitality
  • Health and Beauty

Services

  • Customer Success Team
  • Managed Services
  • Creative Services

Resources

  • All
  • Blog
  • Case Studies
  • Guides
  • Webinars

About

  • Why Pure360
  • About Pure360
  • Spotler Group
  • Careers
  • Customer Success
  • Support
  • Twitter
  • Facebook
  • LinkedIn
Copyright 2022 · Cookie Policy · Privacy Policy · Licence Agreement