Shopping Sprees vs. Stockpiling: Women and Men Shopping Habits

Photo credit (nytimes)

I just read this NYTimes article titled "Men Shop in Bulk". The article sheds light on the fact that men tend to stockpile when they shop versus for the experience. Men typically buy a lot of what they like at a time whereas women generally shop to relieve stress, as an impulse, or just for enjoyment.

What an interesting insight! It may seem like an obvious assumption that men shop with a utilitarian or time saving mindset, but the magic lies within the brand applications from this derivative. There is much to be said on where clothing brands can position themselves.

Levi's does exceptionally well with 21-25 year old males and the brand is positioned as "American", "Original", "Classic". Men typically are not trend-finders; a well tailored suit, a classic pair of jeans will last longer in the wardrobes of men. For women, so many different options of headbands, platform vs. stiletto heels, jewlery.

Nick Wooster, Nieman Marcus' Men's Fashion Director, claims that men looking to qualify their wardrobes need only to buy quality basics (A great suit, or a solid cashmere sweater). Brands looking to advertise or communicate to this male crowd should cleverly fight for the stake to position themselves as original, long-lasting, and make the experience quick. Men deem much more likely to grocery shop and pant shop in the same day whereas women enjoy the feeling of shopping, and craft the experience with their day to associate with 'feel good' stimulations.

Of course there are many factors like price, availability and convinience, but men to not tend to try different types of clothing once they have found a brand they find reliable -- and positioning a brand to be making quality over making multiple styles seem to resonate much more with this demographic.

I can only imagine how the brain biologically trains men and women to complete tasks differently. Does the satisfaction women get from shopping satisfy a desire for feeling good (scoring a great deal, looking great in a pair of jeans) versus men's shopping satisfies a desire to complete a task (buying socks after buying eggs at a grocery store)?

An Average Day on Facebook

The anatomy of an agency

(via my good pal Sam)

Advertising. It makes a difference.

I have been said to have sold my soul, because I am in the business of making people want to buy things. Can anyone honestly say that advertising has not affected them as human beings? It's not about being exposed to x number of ads a day, or being bothered by constant Facebook ads, but about picking Land O' Lakes over Challenge butter, and buying an iPhone over a non-smartphone. There is a fundamental desire for human beings to identify with a belief they have about themselves ("I am edgy", "I want to show I live in a life of luxury", "I choose not to buy brands because I am a non-conformist") to connect and socialize with similar people in their societies. 

Ads ultimate create claims and everlasting images (if succsesful) that their product is better (truth or no truth) in the marketplace -- as its profitable. And profit is good right?

This ad by AlmapBBDO brings up tons of thoughts I have about selling goods, consumerism as a whole, and just agreeing that competition is good for the market. Advertising is in the business of creating a brand image. It's foolish to say that brands don't have an effect on you -- even people buying solely generic brands at pharmacies and grocery stores may splurge from time to time to purchase 'branded' clothing, technology, or experiences.

Advertising is here to stay, and I do hope that I'll get to be a part of erasing the stigma that differentiating a brand via a paid medium is wrong.

Why do people believe strange things?

Humans have tendencies to see faces, because we're programmed to see faces by evolution.

Humans are also pattern seeking animals (which is why there is such thing as the Nun Bun, and the Jesus toast). Interesting!