The female public dictates the rules of consumption

By assuming their multifaceted role in the world, women stimulate the reinvention of the retail sector

Women’s empowerment has been redefining dress codes, including shoes. Worn signs of gender design to redirect the contemporary feminine identity are being left behind by designers and creatives. Not for nothing that women have already become the target of several brands. After all, they are owners of themselves and faithful consumers of the most varied products. Cristina Sant’Anna, a consultant and speaker of trends in consumer behavior, innovation, fashion, design and interior design for the creative industry, emphasizes some consumption behaviors of the female audience, with an emphasis on empowerment, which has led women to concentrate more in selfconfidence, reacting against untouchable lifestyles that have been linked to ‘femininity’ for many generations.

The women are strong enough to wear a look with sneakers, for example, instead of a traditional shoe. “Certain types of dress or the use of very high heels to define femininity are completely out of fashion. The society takes positive steps towards gender equality and this is evident in dress codes, “Cristina points out. That is, femininity is more about being independent and strong, sincere and kind.

The luxury of the sneaker

High heels are no longer the cultural norm, even as the female audience has a busy life that goes beyond working out. Luxury, nowadays, is a sneaker. “The luxury brands, by the way, invested in the segment not only for comfort, but because they are approaching a new consumer, who doesn’t follow more trends dictated by the industry, but those that come from the streets,” she says. The sneakers also symbolize the aspiration of a free spirit of the milleninials and “Z” generations. Putting yourself on a step above the consumer is no longer talking to her. “More than a utility item, the sneaker is a state of mind.”

Information, conduction and well-being

Along the 2000’s, emphasizes Cristina, the women began to reject the marketing that perpetuated unrealistic corporeal ideas. They began, therefore, to respond for their ideal ‘selves’. Evidence of well-being is everywhere and it’s very relevant that the brands offer content to their woman consumers. It is obligation, according to the designer Walter Rodrigues, that at the time that the products are created, the brands inform and lead to the final customer. “It can even pass through the shopkeeper, but with Instagram’s disclosures and with the strength of the brand, the consumer identifies directly with the production source,” he notes. For Walter, fashion is for everyone and practically every style converges at the woman who feels like wearing it. “It’s important for her to feel like herself, she wants to experience the lifestyle of the brand.” The designer also notes that the consumer is getting more and more away from the store, through smartphones and all the technology present in e-commerce.

Therefore, it’s important that the brands also provide, together with the shopkeeper partners, interesting moments and moves to bring this customer back into the store, with interesting stories, short talks and a series of other possibilities that a brand can do together with the shopkeeper to serve the appeal of the final consumer.