This was the main idea of the president by Jennifer Pasiakos Lipman’s vice president, digital, who believes that women are the next global emerging market in the digital ecosystem.
“I’m going to share with you a women’s movement unlike any seen before it. [This is] an emerging movement about women for women, women for men — but moreover, a unique recognition of her individual contributions which in aggregate engineer our global digital economy,” she said. “I love the fact that it’s about a feminist movement, but not the ones you always hear about. I’m talking about women as an individual category. She’s basically driving the entire digital experience — whether it’s social, shopping or the ways businesses are catering to her.”
Pasiakos substantiated this with several statistics from the U.S. Census Bureau and World Bank. Among them: 91 percent of home purchases, 65 percent of new cars, 66 percent of computers, 80 percent of health care, 60 percent of men’s wear, 80 percent of U.S. spending and 65 percent of global spending are all the result of women.
However, only 8 percent of apparel purchases happen online — which is divided into 54.3 percent males and 45.7 percent females, a number that puts women slightly in the minority but is “catching up quickly.” Currently, women are spending 8 percent more time online per month — which is two hours more a day than her male counterpart.
Pasiakos said that, when targeting women in the digital sphere as an emerging market, there are three key points that brands must keep in mind. These are: respecting that she is not a niche market (and that her influence fuels commerce globally); joining her circle and listening and engaging with her on the various social channels she’s using, and realizing her influence on every purchase, including men’s wear, cars and computers.
Within the digital community, Pasiakos contends that women are the resounding voice. They spend 30 percent more time on the social Web and mobile usage is 55 percent female.
“We all know the business and culture of fashion was a push-pull environment, but the rise of social media has completely changed the landscape. Women are driving these taste-based communities and brands who engage always stand to gain from her involvement,” Pasiakos said.
She cited Facebook’s chief operating officer Sheryl Sandberg, who said that women are not only the majority of the platform’s users, but they drive 62 percent of activity in terms of messages, updates and comments, including 71 percent of daily fan activity.
Moving on to Twitter, Pasiakos further proved this by noting that 55 percent of accounts belong to women and that they tweet double that of men — and they even follow more people. On Yelp, most of the comments and purchases are made by women, and on OpenTable, reservations are booked mostly by women as well.
With respect to e-commerce, she pointed out that women out-shop men at every turn, adding that, as a gender, women are responsible for 25 percent more transactions per month than men — driving over 70 percent of apparel, accessories and jewelry sales online. This adds up — considering that companies such as Zappos and Groupon grossed $1 billion and $760 million in 2010, respectively.
So what does this all mean?
“Delivering on gender differentiation is more than a nice to have. It’s a need to win. Women are the digital mainstream and they are the voice of the global digital community,” Pasiakos said. “At Lipman we think the ongoing debate about women and technology has been missing a critical insight. Women are not only the routers and amplifiers of our digital ecosystem, they are fueling all forms of commerce globally — in-store, online, and via mobile, social and tablet. She is not just a market, she is the market.”
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion