[娛樂時尚] 哪些品牌最受女性青睞？

What are women’s favorite brands?

Our post, “Why CEOs should do housework,” drew a bunch of interesting comments, including one from Dr. LPC in Canterbury, England, who cites research showing that “couples where husbands contribute to housework are also More likely to have additional children.” Dr. LPC surmises that this “must result from all that additional sex they get…”

Whatever.

That August 11 Postcard was about a new book, due out next month, called Women Want More, by Boston Consulting Group senior partner Michael Silverstein. The book is a Women’s marketer’s guide to capturing “the world’s largest and fastest-growing market.” Last week I had lunch with Silverstein–who labeled me a “fast-tracker,” which is one of his six consumer categories. And I guess it’s the best one to be in since fast-trackers, 24% of the female population, comprise 34% of female earned income. Fast-trackers seek adventure and learning, the marketing man says.

Okay, as I sought more learning on this topic of female buying power (women spend over 70% of consumer dollars globally, I learned, and are outpacing men in income growth), I dove into the data he left for me. One chart, in particular, struck me as practically as interesting as Silverstein’s stats about where in the world husbands do housework and where they don’t.

Practically as interesting–and much more practical, if you’re a marketer.

When Silverstein and his BCG colleagues asked 12,000 women in 22 countries about her “favorite brands,” here are the ones that got the most mentions, in order: Nike (NKE), Apple (AAPL), Sony (SNE), and Banana Republic and its retail sister, Gap (GPS). After those came Adidas (ADDDF), Target (TGT), and Dove (UL).

Investment companies and banks and automakers, Silverstein says, don’t stand a chance in this “favorite brand” tally because women, the BCG research shows, say those businesses don’t understand their needs. “The providers effectively diss women,” Silverstein says.

Hmm, I would add that financial firms and car companies often confuse customers more than simplify. They complicate their offerings. Nike, Apple and the other favorites score because their pitches are clear and direct, even when the products are complex.

And what do women want more of most of all? Time.

That, we all could’ve guessed!

我們的博文《首席執行官們爲什麼應當做家務》（“Why CEOs should do housework”）收到了很多有趣的評論，其中一則來自英國坎特伯雷的LPC博士，他援引調查數據稱“丈夫分擔家務的夫婦還更有可能有更多小孩。” LPC博士猜測這“肯定是因爲他們有更多的性生活……”

管他呢。

8月11日的Postcard是關於將於下個月推出的一本新書，名爲《女性想要更多》（Women Want More），由波士頓諮詢集團（Boston Consulting Group）高級合夥人邁克爾•西爾弗斯坦（Michael Silverstein）著。該書是針對營銷人員奪取“世界最大且增長最快的市場”之指南。上週，我與西爾弗斯坦共進午餐，他將我歸爲“快速晉升者”——這是他的六個消費者類別之一。而且我猜這是最有利可圖的一個市場，因爲快速晉升者佔女性總數的24%，但其收入佔女性總收入的比例爲34%。這位營銷人士稱，快速晉升者追求冒險和知識。

好吧，爲了瞭解更多關於女性購買力這一話題的知識（我得知，全球消費的70%多由女性支出，而且女性的收入增長超過了男性），我研究了西爾弗斯坦留給我的數據。有一個圖表格外有意思，幾乎可以媲美西爾弗斯坦關於各國丈夫是否做家務的全面統計狀態表。

幾乎一樣的有趣——但實用得多，假如你是營銷人員的話。

西爾弗斯坦和他波士頓諮詢集團的同事詢問了22個國家裏的12,000名女性她們“最青睞的品牌”，被提及次數最多的品牌依次是：耐克（Nike）、蘋果（Apple）、索尼（Sony）、Banana Republic及其零售商姐妹公司Gap。緊隨其後的是阿迪達斯（Adidas）、塔吉特（Target）和多芬（Dove）。

西爾弗斯坦表示，投資公司、銀行以及汽車製造商在這個“人氣品牌”大比拼中完全沒有機會勝出，因爲波士頓諮詢集團的研究顯示，女性表示上述企業不理解她們的需求。西爾弗斯坦說道：“這些供應商實際上蔑視女性。”

嗯，我還想加上一條，金融公司和汽車公司常常把顧客弄糊塗，而不是將事情簡單化。他們把自己的產品弄得很複雜。而耐克、蘋果等人氣品牌之所以受歡迎，是因爲它們的廣告都清楚且直接，即便它們的產品很複雜。

那麼女性最想要更多的什麼？時間。

這個答案，我們都能猜到！