Bridget Brennan on

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

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…

Read More

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,…

Read More

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…

Read More

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.…

Read More

What This Year's Super Bowl Ads Say About Marketing To Women

February 8, 2016

2016 may go down in history as the year Super Bowl advertisers stopped using overtly sexist messages. Humor and inclusion dominated ads the way Denver dominated defense. With a few health-issue related exceptions (I’m looking at you, opioid-induced constipation), there was something for almost everyone to feel good about in…

Read More

Meet The Women To Watch In Retail Disruption

January 30, 2016

Women have long driven consumer purchasing in retail. Now they’re increasingly driving innovation as leaders in the retail industry itself. Social think tank Remodista has just announced its list of Women to Watch in Retail Disruption for 2016. These are women driving the next generation of retail. Get to know…

Read More

Trends Driving Women's Purchasing Decisions In 2016

December 31, 2015

Do you find yourself suffering from trend fatigue at this time of year? The sheer number of new trends being reported, reviewed and predicted is overwhelming. Clearly, no one can or should develop strategies around all the trends we’re exposed to on a daily basis. As we fall down the…

Read More

Would You Like Champagne With That Sofa? Restoration Hardware Bets Big on Experiential Retail

November 13, 2015

Picture it: you’re sipping a glass of wine surrounded by plush furnishings and crystal chandeliers. Modern music is playing in the background and the soothing sound of a courtyard fountain elevates your mood. You’re not sure whether to order another glass of wine, a crisp salad, or both. You decide…

Read More

Avoid These Visual Mistakes When Marketing to Women

October 7, 2015

Visual communication has risen in parallel with women’s economic power, which means it’s a smart idea to conduct a review of your marketing images to make sure they’re still relevant. In our work at Female Factor, we help businesses optimize their marketing initiatives with insights from women consumers. Here are…

Read More

Three Ways To Keep Your Brand Relevant With Women Consumers

September 17, 2015

The Rolling Stones make it look effortless, but keeping your brand cool as it ages is no easy feat. Enter Quaker Oats. Clocking in at over 130 years old, Quaker has been marketing to its core base of women consumers since petticoats were still in fashion. How has a brand…

Read More

Female Factor Corp. 444 N. Michigan Ave. Suite #1200, Chicago, IL 60611 USA