International Women’s Day is fast approaching, and, perhaps surprisingly, a high percentage of consumers are aware of the long-established occasion (81.6% of females). Retailers’ marketing initiatives surrounding the day (8 March) have increased; last year, Mango offered 25% off its entire collection and, this year, & Other Stories has collaborated with nine female international photographers to take self-portraits which will be sold online and instore.
But, according to GlobalData research, consumers aren’t taking notice of retailer activity – and that’s not because they’d rather retailers didn’t do anything at all (a sizeable 71.9% of females believe they should). Namely, female consumers would like to see retailers give a portion of their sales to charity or highlight the roles of women in their brand. For the 28.1% of females who’d rather retailers did nothing, the leading reason was that they’d prefer not to see the day become a commercial event.
Source for all charts: GlobalData survey of over 1,000 females, April 2019