Archive for Сентябрь 19th, 2011
It’s not a surprise for anyone that a number of female users on Web are growing day by day: women are considered to be the most important audience online across the world. They make many if not most household purchase decisions and are generally more responsible for word of mouth and social network sharing than men. There is no doubt in the fact that women are more integrated in social media life than men as they’re more interested in sharing and exchanging the information with each other concerning its feelings, occasions, news, products, brands and etc. Comscore says women are the majority of users of social networking sites and spend 30% more time on these sites than men. Aileen Lee shares her vision and latest figures on presence and female users’ activities they undertake in Web.
Russian female audience is also taking over web-spaces and already exceeds male audience. According to the latest marketing research conducted by RUmetrika, a number of female users has doubled for the last two years, while the female audience of glossy-online sites has increased up to 85% for the last year, and up 11% — for the last half-year. Besides it’s also well-researched that female’s online purchasing behavior has its significant differences from male’s intentions as we use Internet in our own way and can afford to make spontaneous purchases or simply perceive online-shopping is a kind of entertainment and the most interesting online-activity. According to the same research women are keen on buying online books, cosmetics, apparel and kid’s clothes.
A fresh version of StarLook is an updated service of online shopping community that accumulates all latest glamorous fashion trends, brands and responds to emerged women requirements and needs that they might have faced during a usual online-shopping process. As mostly women are interested in online-activities due to the possibilities it offers for communication we offer them to feel free and to be integrated into a variety of activities: starting from searching what other users or experts say about a particular apparel brand or other item to creating the content about this brand, including fashion looks for various occasions (that we call sets, video content and blog posts). Thus, such communication is an efficient tool for fashion and beauty brands to trace what was written, what kind of brand image and associations do consumers have in mind about these brands. It’s the easiest and effective approach for brands to work directly with female consumers and respond to emerging challenges or requests.
Such new approach underlies that we’ve very timely decided to transform and alter the concept and business model of Starlook.ru in order to improve the service and overcome the challenges. If earlier this project was mainly user-oriented and intended to establish a connection between professional models, photographers, stylists and brands as the last thing, a updated service represents profoundly distinctive approach – now Starlook.ru has become a brand-oriented project and that’s why we’re keep on going while other online-imitators are left behind. We can proudly say that we are first on the Russian market in the niche of social shopping, at the same time we could admit that StarLook has similar things with the largest Western shopping communities that are designed by Kaboodle and Polyvore. continue reading