Gender marketing evolving beyond traditional lines

单集文稿 ...

• 00:09

  What happens when an established brand built on one gender tries desperately to win over the other?

• 00:16

  Some brands crack the code, others crash and burn.

• 00:20

  Let's talk about the highs, the flops, and the future of gendered marketing.

• 00:24

  Coming to you live from Beijing, this is Roundtable.

• 00:27

  I'm Ha Young.

• 00:28

  For today's program, I'm joined by Steve Hatherly and Yu Shen in the studio, first on today's show.

• 00:35

  What happens when a brand realizes its customer base is overwhelmingly skewed toward one gender?

• 00:42

  Let's say mostly male or mostly female, but wants to tap into the other half of the market.

• 00:49

  How do you do it?

• 00:50

  If you're selling beauty supplements traditionally bought by women, but want to attract older male customers,

• 00:57

  you might want to bring in a well-known male celebrity to endorse them.

• 01:01

  And if you are an outdoor apparel brand with a loyal male following,

• 01:06

  but want more female customers, you might spotlight female brand ambassadors and create women-focused campaigns.

• 01:14

  As younger generations redefine traditional gender norms in shopping habits,

• 01:20

  brands are rethinking their marketing strategies, sometimes with great success, other times with epic failures.

• 01:28

  And I'm always more interested in the failures for some reason.

• 01:32

  So can a brand built for one gender successfully woo the other?

• 01:37

  What's going on in the consumer market?

• 01:39

  Well, it seems to be the trend nowadays, isn't it?

• 01:42

  Because companies are increasingly just marketing products that's originally designed for,

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