An inside look at the movements, trends and ways to reach the new woman of the 21st century.
Introduced by Paul Keenan (CEO of ECM), we welcomed guest speakers such as Melanie Howard (Director & Co-Founder of the Future Foundation), Terry Watkins (Director & Co- Founder of TW Research) and Paula Reed (Style Director for Grazia). Paula's years of fashion and style experience is unrivalled as former fashion director of Sunday Times, Harpers & Queen.
Fiona McIntosh (Editor -in - Chief for Grazia), and Aida Muirhead (Head of ECM Research) also joined the guest speakers to make up our panel and answer probing questions regarding the finds on this new consumer.
-Social and consumer trends shaping women's lives in the 21st Century
-Qualitative study commissioned by Bauer to explore current consumer trends amongst women magazine buyers
-The Phenomenon of Fast Fashion
The research looks at:
Working and Affluence; fluid families and new life courses; time pressures; complexity and choice; Changing media use and the no brow consumer.
Research Task: Investigation into the lifestyle and media consumption of magazine buyers, and how this affects current magazine purchase, loyalty, and readership.
Bespoke research opportunities are avaliable.
Please check out the Insight section on emapadvertising.com for the Alpha Woman videos and full details of the findings.
The Alpha Woman: has a stronger desire for self fullillment than ever before; is living and working in a no-brow society; is often under pressure (some of it self imposed) in her everyday life; has redefined luxury as an aspiration, experiential and self-defined - it is a relative concept, very personal and modal. She knows that style is not about designer labels. She will willingly buy across the market from high street to designer.