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Building a Marketing Approach Based on The Concept of "Her Economy" With Women as the Main Consumer Group - Take Lululemon and Inside and Outside as An Example

Author(s)

Wu Jiayi*

Affiliation(s)

School of Hangzhou Senior High School Qiantang School, China *Corresponding author

Abstract

The "her economy" phenomenon has been formed in the current market environment, and female consumers have become an important force driving economic growth. This paper aims to discuss how to effectively attract and serve this group through marketing strategies, taking Lululemon and Inside-Out as case studies for in-depth analysis and further analyzing the key elements of building a "she economy" marketing model, including precise brand positioning, innovative product strategies, diversified communication means, and effective customer relationship maintenance. Effective customer relationship maintenance. The article concludes with a series of strategic recommendations to help companies better understand and meet female consumers' needs and realize their brands' long-term development.

Keywords

She-Economy; Female Consumers; Brand Marketing; Lululemon; Internal and External

References

[1] He Zhaoyi. (2022.3.17). The Connotation of the Key Concept of "She Economy". [A case study on marketing strategies for women's consumer brands in the context of the "She Economy"]. [2] Liu Meige. Analysis of the B2C model based on the perspective of female consumption[J]. Research on Business Economy, 2017(19): 47-49. [3] Zou, L.-Q. (2015). Research on the development of the cultural industry from the perspective of e-commerce. Theory, (8). [4] Pang Sun Ben Yu. (2021). Research on Advertising Strategy Based on Young Women's Consumption Psychology. Shanghai Business, 08, 40-41. [5] Song, Y., & Pei, R.. Marketing Thinking under the Consumption Trend of "She Economy". National Core Journal of Trade and Economics, 29. [6] Li Ling (2015) explored the precision marketing strategy under the "she economy" model in her study and analyzed the characteristics of female consumers in online shopping, providing theoretical guidance for marketing activities in the e-commerce market. [7] Chen Jun (2015) discusses the matching relationship between enterprise management and information technology, emphasizes the importance of information technology in modern enterprise management, and analyzes the problems that may be encountered in the process of matching the two.