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August 1999

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New Woman

Impressing people isn't what it used to be

Women's ideas of how to gain status have changed in the past 10 years. A survey by Nickles & Ashcraft, a research company in Chicago, IL, found fewer women care about impressing their peers with status symbols – an important trend for retail jewelers to note. Asked to agree or disagree with statements, here's how participants responded:

"I am concerned about what others think of me."

1979: Strongly agree
1987: Strongly agree
1998: Strongly agree
45%
37%
24%

"Brands that I purchase reflect who I am." (1998)

Strongly agree
Neutral
Strongly disagree
16%
35%
49%

"I am concerned about what others think of me." (1998)

Brand-oriented women
Non-brand-oriented women
24%
20%

Source: American Demographics



Copyright © 1999 by Bond Communications.



 

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