The female demographic has always been a tough nut to crack for the consumer electronics market. After all, pixel count, dB of SPL and high-octane wattage ratings are the kinds of testosterone-driven salesspeak that make most women's eyes glaze over. Maybe now companies are on to something. At a time when the quality of electronics has reached a point of diminishing returns (is a 10-megapixel camera any better for the average consumer than a 5-megger, or do you really need 140 watts by 7 versus 110?), companies are turning to color and personalization to appeal to women buyers.
It's a smart move. The strategy shows that marketers are trying to reach out to the female consumer rather than trying to force bulky black boxes into their living spaces. That's a far more inclusive gesture than the Girls Keep Out mentality that has dominated the audio and video industry since its inception.
So caps off to Sony with its interchangeable frames for Bravia TVs,
Boston Acoustics for its new line of Horizon speakers with
interchangeable grilles, and Dell with a rainbow of colors in its
Inspiron laptop line.
And you know what? Companies may find that by trying to appeal
to a spectrum of consumers with a choice of colors and finishes,
they'll draw in more guys, too. The car industry figured this out years
ago and it's worked well for them. Everybody likes a little choice. —Rebecca Day
Copyright © 2013 Bonnier Corp. All rights reserved. Reproduction in whole or in part without permission is prohibited.