Friday Fun: Are You A Bag Lady?
07/20/2007
Friday Fun is Diva Marketing's virtual happy hour from cosmos to Jack to lemonade. A waiting for the weekend 'playground' time to be sophisticated-silly. Or sometimes just plain silly.
I've a riddle for you. No cheating don't scroll down! What is filled with danger and intrigue? Is something common but personal and very intimate. It holds emotion, pleasure, beauty, finance, disgust and sometimes despair.
No, it's not the new Harry Potter book. No, it's not the next James Bond
film. No, it's not the next Lindsey Lohan or Paris Hilton media blitz. Give up? 
It's a
woman's purse sometimes called a handbag or pocketbook or clutch.
Kelley Styring, InsightFarm, found that the mysterious world of a woman's purse is even more than that. It might just be a clue to unlocking billions of dollars in new product opportunities for marketers. Kelly spent over 100 hours interviewing 100 woman and exploring the contents of their pocketbook. She found remarkable insights into their lives and a surprise .. potential unmet needs.
“I found that the purse - the nerve center of a woman’s life, bearer of her most important things – is also a disorganized bag full of junk. But that’s where the opportunity exists for marketers to fulfill unmet needs.”
Did you know that 95% of U.S. women aged 18-64 take a purse with them Every Day? I bet the divas of marketing to women, Yvonne, Mary and Michele, could tell you that women make about 70% of all retail buys. Think of if this way .. that seeming innocent Coach bag or Target special is the only physical link between home - where needs are created and the store - where those needs can be fulfilled. (K. Styring). What is in that pocketbook and how it is found may be the catalyst for the next iPhone. I'm thinking a lipstick and mirror holder, as part of an iPhone, would be ultra cool.
Kelley Styring boasts that “In Your Purse: Archaeology of the American Handbag” is the first quantitative and qualitative study to delve into the contents and context of a woman’s purse. Kelly has even turned her findings into a clever YouTube video. Well worth a watch.
Divas what is in your purse? I'll start - In my pink purse I found: a wallet, cell phone, blue tooth thingy, lip gloss, gourmet tea bags (for when I travel and don't want to drink the boring stuff or horrid coffee), note book, pens, biz card holder and a piece of chocolate.
Heard it from: The Merrill Dubrow Blog
Sidebar Update: Lip-Sticking - Handbags Post
Sidebar Update: Sorry, didn't mean to leave out the divos. For divos, like BBF Lewis Green .. what's in your man purse? I'm thinking a man purse research project is something I could get into (smile).
