Bridget Brennan on Forbes.com

Bridget has been a contributing writer for Forbes on the subject of marketing to women since 2012. Read her latest columns below or see her work on Forbes.com

The Growth of Women in the Workforce and How Retailers Can Respond

February 28, 2017

Today we’re looking at a global shift I call the “mother of all trends:” there are more women in the paid labor force than at any other time in history. If you’re in retail, this is the trend that drives just about everything else, and something you should be monitoring…

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Why Has Women’s Economic Power Surged? Five Stats You Need to Know

January 31, 2017

Whenever I speak on the subject of marketing and selling to women — which is all the time — people are often surprised, and sometimes even shocked, when they learn how much women’s economic power has surged over the years. Women’s impact on the consumer economy ranks right alongside technology…

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How To Win With Women Consumers In 2017

December 31, 2016

As the CEO of the consulting and training firm, Female Factor, and author of Why She Buys, I’ve spent more than a decade studying women’s impact on the consumer marketplace. At this time of year, people ask me what they should be incorporating into their new-year planning to grow their…

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Winning With Women Buyers: 5 Simple Habits To Master Right Now

November 30, 2016

Trends come and go, but etiquette never goes out of style, especially in sales. For any salesperson in the midst of the holiday shopping season, interpersonal skills can be the deciding factor in whether someone chooses to buy from you or someone else. In our research at Female Factor, we’ve…

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Selling in a ‘Plus One’ World

October 26, 2016

For many women, shopping alone is a luxury. Because of the role women play in their households (typically “chief purchasing officer” and for many, primary caregiver, too), they are often shopping with kids or companions. As any woman with a plus one (or more) will tell you, a bored or…

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Are You Inspiring Your Customers? Take This Quiz To Find Out

September 29, 2016

People will tell you they don’t like to be “sold,” but the truth is, we love to buy from people who inspire us with passion and knowledge about what they’re selling. We enjoy the feeling of learning something new, especially when we believe it will improve our life in some…

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Avoid These Dangerous Assumptions When Selling to Women

August 31, 2016

There I was, standing in a sea of black suitcases at a local department store. My current wheelie bag was in dire need of replacement. As a long-time road warrior, I knew this bag would be my constant companion, so I approached the task with the same care and thought…

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How To Deliver The Ultimate In Luxury Retail Experiences, Italian Style

July 12, 2016

Care to go truffle hunting in Alba? Interested in spinning around Lake Como in a Ferrari? (My answers: yes and yes please!) Perhaps an hour-long session on perfecting your posture, taught by a former Italian model, is more your thing. Then again, maybe you’d enjoy relaxing in a VIP Lounge,…

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Marketing To Women? Age Is Really Just A Number

June 14, 2016

My friend Gina loves to joke that she’ll receive her AARP card while her kids are still in elementary school. (AARP cards are infamous for showing up in U.S. mailboxes on or around someone’s 50th birthday.) In case you’re doing the math, Gina gave birth in her late 30s and…

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A Picture Is Worth 1,000 Likes: How To Create An Engaging Customer Experience At Retail

April 7, 2016

What is that delicious smell? I thought to myself, as I strode into a local Anthropologie store. The scent was a little bit floral, a little bit woody, and it seemed to be saying to me, stay awhile, what’s your hurry? We have so much here for you to enjoy.…

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