As women rise as a powerful consumer group, there are several “women-focused marketing” campaigns to attract them even in the housing market. (image: Kobizmedia)
SEOUL, May 29 (Korea Bizwire) – Recently, the international media paid attention to the Seoul city government’s women-friendly parking spaces. The extra wide and long parking lots in pink lines with a female symbol which are closer to entrances and elevators add more convenience to women drivers.
With the scheme first introduced in 2009, the city government provided more protection for women against possible crimes in the parking lots and the policy was considered another symbol for raising awareness of “lady first.”
As women rise as a powerful consumer group, there are several “women-focused marketing” campaigns to attract them even in the housing market. With eye-catching interiors, smart designs which add space use and life convenience, women-only parking lots and high-end security service, marketers induce more women into the market.
Recently built commercial spaces also make use of this lady-first scheme by creating an exotic ambiance through European-style terraces and differentiating themes by floor.
In case of Songdo’s Central Park II Mall built by POSCO Engineering and Construction, it captures women’s heart by hosting not only famous franchises like Starbucks, Café Nescafe and Mango Six but stores targeting mainly women like beauty shops and hair salons. By decorating some 300 meter-long streets nearby the mall with LED lightings, it is winning their sentiments, too.
As the mall is located in the center of high-rise office buildings like Northeast Asia Trade Tower, G Tower, IBS Tower and POSCO E&C headquarters, it doesn’t have to worry about daytime foot traffic. With some 10,000 apartment homes nearby, the mall’s commercial potential is considered very high.
Meanwhile, One Mount Mall in Ilsan, in the northwestern outskirts of Seoul, made the first such “playground” for women. In its 3,300-square-meter area, it created “Beauty Cluster ID” bringing cosmetics shops, drug stores, plastic surgery clinics and esthetic and nail art shops.
A market observer said, “Most shopping malls these days are correctly targeting women as they are themselves big spenders and they take along others such as husbands, friends, lovers, and children.”
Written by John Choi (johnchoi@koreabizwire.com)
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