JANY panel: Marketing to women crucial to growth

Retailers often underestimate the buying power of women, but tapping into the female market is especially important for jewelers, said panelists at a discussion held in the Couture Club at the JA New York Summer Show Tuesday.

"Women are the single most influential consumer segment," said Helena Krodel of the Jewelry Information Center (JIC), who moderated the talk with JIC colleague Amanda Gizzi. "If retailers can grasp the way women shop, they can grow their brand exponentially."

The discussion, hosted by JIC and titled "Marketing to Women: What Turns Them On/What Turns Them Away" drew an audience of about 70 retailers and designers. Panelists included Carrie Broussard, senior marketing director and founder of the "Women on their Way" program at the Wyndham Hotels; Cynthia Sliwa, director and founder of Apprecia Jewels, designed for the plus-size woman; Kevin Burke of Lucid Marketing, which specializes in marketing to mothers; and fashion writer Randi Molofsky.

Sliwa urged retailers to consider the average American woman when marketing. That means featuring models who are not all 20 years old and wearing a size four, she added. Retailers should consider attitudinal marketing instead of aspirational marketing, she recommended.

"Today's woman is comfortable with herself," Sliwa added. "She doesn't need or want to be younger."

Burke suggested using e-mail to reach female customers, many of whom check their e-mail three to four times per day. Retailers should keep track of customer's birthstones and important dates, then reach out to them with customized e-mails, he said.

"But e-mail is not direct mail," he said. "Don't treat it that way."

To keep from annoying consumers, ask them how often they'd like to receive correspondence, Burke advised.

Molofsky told retailers to try and keep an eye on fashion events, consumer magazines and pop culture happenings to stay abreast of the latest trends for consumers. Retailers can put this knowledge to use by creating a "look book" of the hottest celebrity trends, hosting an Oscar party or making an in-store display themed around celebrity fashion, she said.