Women Consumers, Lifestyle Trends and the Red Experience Essay

Women Consumers, Lifestyle Trends and the fierce Experience - Essay typefaceRed production team realized that their target group was mostly women in established careers and with children and then they have high demands due to their roles. Stevens, Maclaran and Brown (2003, p. 37) explains that since this group had little era for themselves, the marketing strategy of Red was emphasizing the experience and indulgence of reading the magazine. The campaign also stressed on the value of having time for oneself and coined the slogan Red Time is Me Time as depict by (Rainey, Kelly, Campbell, Roalfe/Y&R 1999). EMAP ardor Annual Report (2000) note that Red was winnerful in capturing the new market with its circulation increasing by 12 % in 2001 to 174,000 copies per month. Its TV advertising is composed of three short commercials Defining Moments, Me Time and The disinvest. Stevens, Maclaran and Brown (2003, p. 36) observe that the Defining Moment was intended to capture the attention of women while the other two pieces of advertisement brought out the fact that reading the magazine brings a pleasurable feeling.Stern (2000, p. 58) argues that the method apply in the Red Magazine Campaign stressed on the experimental dimensions of reading the magazine and the mirth of self-indulgence.There is increased use of experimental appeals in marketing where the target market is invited to have a personal experience in the use of a certain product. ODonohoe (2002, p. 103) argues that from the beginning, modern marketing relies on gender to understand and describe consumers and their trends. Kerwin (2000) asserted that the new strategy in marketing of womens products is simplicity. In perfume market, there are so many products and understanding the attitudes and lifestyle of the target group determines ones success in capturing the market. Stevens and Maclaran (2007, 36) describe the marketing of Touch of Pink which is a new fragrance produced by Lacoste. The advertiseme nt features a young beautiful woman with blonde hair wearing a short criticise dress. Stevens and Maclaran (2007, 36) further notes that the advertisement points that the perfume is for genuine and spontaneous women with true zest for life. In the advertisement, the perfume is described as fresh, intriguing, floral and fruity fragrance. Stevens and Maclaran (2007, 36) argue that this campaign centers on femininity as both jovial and energetic.