August 16,2010 The Female Economy: The World’s Largest Opportunity Etana: Singer, Songwriter, Entrepreneur Timeless & Classic Fragrances Women Love
Quote of The Week
“Love knows no limit to its endurance, no end to its trust, no fading of its hope; it can outlast anything. Love still stands when all else has fallen.” -Unknown
Editor’s Note Hi Readers, With a new clothing line in stores across the country and her sophomore album about to hit stores in September, it is undisputed that Etana is indeed ‘The Strong One’. You’re in for a treat as she gives us the inside scoop on what’s been happening. Old habits die hard, check out timeless and classic fragrances women love, and of course lots more in this week’s issue of Your Style eZine.
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TheFemale Economy:
The World’s Largest Opportunity
W
The term “female spending” normally elicits images of designer outfits and matching accessories and while this cliché is based firmly in fact, there is a much deeper underlying truth. Women are often marginalized when spending power is called to the fore, but the statistics show that US$20 trillion in the annually global consumer spending is controlled by women and this is projected to increase in the next five years to about U$28 trillion. With annual earnings set to reach US$18 trillion in the next five years, up from $13 trillion presently, women represent an emerging market that is larger than India and China combined. This vast spending power indicated by these figures leaves one to wonder why so many marketers still seem so out of touch when it comes to tap into this opportunity. In May 2009, computer hardware company, Dell launched Della, a female dedicated website that emphasized computer accessories, colours, finding recipes and calorie counting.
Their decision to use pink as their colour of choice had an unexpected backlash as women around the world voiced that the ad campaign was condescending. The company had to adjust its slant and as the New York Times rightly said, “Dell had to go to the school of marketing hard knocks”. The question thus remains, why did Dell’s market researchers not catch on to this potential deal breaker before it launched? Most companies still have not yet mastered the art of marketing to women and they have paid the price. A recent study of more than 12,000 women, from more than 40 geographic locales, with varied income levels and walks of life showed some interesting results. The women answered 120 questions openly as it related to their education and finances, homes and possessions, jobs and careers, activities and interest, relationships and hopes and fears, along with their shopping behavior and spending patterns in about 36 categories of goods and services. The following points were concluded form the study: Notwithstanding all the remarkable steps they have made in social positioning and the market power, they still appear to be “underestimated” and “undervalued” in the workplace and marketplace respectively. There is always a conflicting demand of priority between home, work and family and the time dedicated to each. Yet, very few companies have made efforts in providing time-saving solution or for products and services specifically designed for them. ..Look out for Part 2 in next month’s Boss Lady
Idea in brief >> Women represent the largest market opportunity in the world. >> Despite women’s dominant buying power, many companies continue to market mostly to men and fail to explore how they might meet women’s needs. >> Companies that can offer tailored products and services – going beyond “make it pink” – will be positioned to win when the economy begins to recover.
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cover story
Etana
Singer, Songwriter, Entrepreneur
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Once you step out there as a public figure you have become a role model for children and even adults as well.
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t’s not easy being a reggae superstar. In this age, record sales for all genres have decreased with the rise of sharing technology, and artistes worldwide have to now think outside the box to get their names out as well as to increase that revenue stream. With a new album slated for a September release and a clothing line now available in stores, Etana is no exception as she is now more focused and determined than ever to keep her name on everyone’s lips for some time to come. Etana has learned to take things in stride, a characteristic that she attributes to her humble upbringing in August Town, Kingston, where her grandmother was instrumental
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in shaping a young Etana into the strong one we know today. “The influence from my grandmother has been major in my life and all of my cousins’ life,” said the reggae artiste. Etana has held on to her humility while accepting the roles and responsibilities that are attributed with being a star. She readily admits that some of the first things a child learns are catchy songs such as the alphabet song; hence she believes that artistes can be even more influential than our elected officials. “Once you step out there as a public figure you have become a role model for children and even adults as well,” said Etana. “There is always a message in the music, whether good or bad.” your style eZine
cover story With the release of her second album, “Free Expression” less than a month away, there is no doubt in our minds that Etana will be producing nothing short of quality Reggae music. Whereas her debut album “The Strong One” showed what she is capable of, fusing R&B, Reggae and World Music, this one is a bit different. “With this album it’s more of a free expression of my thoughts as the title suggests,” stated the sultry singer/songwriter, who still holds true to her captivating hardcore reggae roots. “I have done the R&B, Rap and Hip-Hop before I realized that in the Pop world I would have to adjust to become that thing that they want you to be and that’s not me. I have to always be me,” explained Etana as she described her sound. Unlike most of her peers on the local scene, Etana is spreading her wings beyond music and using a few international stars as her benchmark. The soulful International reggae singer explained that she has learned to look around. “I have seen the Jay-Zs, the 50 Cents, the Eminems, the Puffys, come with different businesses to carry on their names and just something a little extra besides music,” she said, as she explains that she is now exploring other opportunities outside of music by trying her hands at fashion, with her very own clothing line called “RawSoul”. She describes RawSoul as casual wear that can be dressed up or dressed down for club or every day wear. “We have t-shirts for both males and females, shorts for the ladies and skirts as well for the Etana look,” says the reggae artiste enthusiastically.
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Etana at a Glance Loves wearing heels or a nice ‘flowing’ dress or sometimes a nice fitted skirt below the knee. Travels with a carry-on in her car if needs be for a change of outfit.
Get RawSoul gear at: Spicy Couture Collectibles (Village Plaza) Glam Gods and Godesses (The Treasure House, 96 Hope Road, Shop 5) Stacie’s Boutique (Half Moon Shopping Village and Secrets Hotel)
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beauty
Timeless & ClassicFragrances Women love
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ld habits tend to die hard and we often find that despite the proliferation of new fragrances annually, the classic fragrances never fail to make a return to the front of our collections. Your Style shares our classic fragrances that never fail to elicit that all too familiar question…What fragrance is that?
Pour Femme by Bvlgari
No.5 by Chanel First introduced in 1921, this fragrance has a rich composition and timeless quality and is arguably the most famous fragrance of all time. No.5 is Gabrielle “Coco” Chanel’s legendary vision of “a woman’s fragrance that smells like woman. I want to give the world something artificial…. like a dress, something that has been made…. I want a perfume that is a composition,” said Chanel.
Cashmere Mist by Donna Karan Launched in 1994, this fragrance is inspired by a soft, sensual feeling of cashmere against bare skin. An invisible layer of comfort, Cashmere Mist is a sheer floral, combining the essences of Moroccan Jasmines, lily of the valley and the freshness of bergamot against a warm background of sandalwood, amber and musk. Soft and intimate, it is intended only to be detected by the wearer and those closest to her.
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Eternity by Calvin Klein White Diamonds by Elizabeth Taylor This is the fragrance that dreams are made of. White Diamonds is a rich, sensual and floral fragrance with the brilliance of a rare jewel. White Diamonds is truly the jewel in the crown of House of Taylor Beauty. The most successful celebrity fragrance of all time, White Diamonds has been a classic bestseller for almost 20 years.
A romantic, floral fragrance that sees Freesia, mandarin and sage accent the top note which combines with muguet, white lily, marigold and narcissus from the white floral bouquet, that is the middle note. Patchouli with exotic notes of sandalwood and amber complete the background.
A transparent and sensual fragrance with unique notes of Sambac Jasmine tea, Mimosa and Prelude Rose, this classic perfume is dedicated to women who appreciate the exclusive and refined charm of all Bvlgari creations.
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