The Consumer Market: Women and Kids

1
The Consumer Market Women and Kids

• Jay Townley
• Partner
• Gluskin Townley Group, LLC

2
The Womens Market
A Statistical Review Of Bicycle Riding
Participation
3
Bicycle Riding Participation (BRP) All ages 7-75

• Gender
• US 2004 2004 Bicyclists
• Population BRP in Millions
• Male 48.9 53.5 21.6
• Female 51.1 46.5 18.7
• Source National Sporting Goods Association

4
Bicycle Riding Participation(BRP) Adults 18-75

• Gender
• US 2004 2004 Bicyclists
• Population BRP in Millions Adult
• Male 4.4 31.5 12.7
  54.2
• Female 3.7 26.5 10.7 45.8
• Total Adult 8.1 58.0 23.4
• Source National Sporting Goods Association

5
Womens Sports Participation

• Women
• Bicycling Riding 46.5
• Running/Jogging 46.6
• Camping-Vacation/Overnight 47.9
• Tennis 52.9
• Exercise with Equipment 53.7
• Work Out At Club 55.9
• Exercise Walking 61.9
• Source National Sporting Goods Association

6
Dominant Role Played By Women

• The Forces behind New Luxury
• Just as important as the increased wealth of
  Americans is
• the newly dominant role played by women, both as
• consumers and as influencers of consumption.
• Women feel they have the right to spend on
  themselves.
• Trading Up Why Consumers Want New Luxury Goods
  and How Companies Create
• Them.

7
A Revolution in Classical Music

• The world of classical music was until very
  recently
• The preserve of white men
• Women, it was believed, simply could not play
  like men.
• This didnt seem like a prejudice it seemed
  like a fact.
• the vast majority of auditions were open and
  informal.
• Over the past few decades, the classical music
  world has
• undergone a revolution!
• the vast majority of auditions became formal
  and screens were erected between judges and
  musicians.
• Blink The Power of Thinking Without Thinking by
  Malcolm Galdwell

8
A Revolution in Classical Music

• Since screens became commonplace the number of
  women in the top U.S. orchestras has increased
  fivefold!
• The first time the Metropolitan Opera held
  auditions under the new rules, they were looking
  for four new violinists and all four winners
  were women!
• Our prejudice the snap judgments we make about
  who is a cyclist and who isnt.
• Blink The Power of Thinking Without Thinking by
  Malcolm Galdwell

9
Its All About The Experience!

• The consumer is in charge today and the power
  in the
• marketplace has shifted from sellers to buyers.
• Focus totally on consumer wants, needs and
  emotions.
• Become consumer-centric and make the total retail
  shopping experience all about them!
• Deliver an extraordinary cycling experience, so
  they absolutely love the bicycling lifestyle.
• Move from products and transactions to crafting
  individual solutions.

10
Jay TownleyPartnerGluskin Townley Group, LLC

• www.gluskintownley.com
• jay_at_gluskintownley.com
• 608-666-2062