Women Sex and Shopping (WSS) 2016-17

Women Sex and Shopping is recognized as the definitive insight into the sensual products market for women and the emotional dimension of the female consumer. Recent references in the media have included the Wall St Journal, The Economist, Huffington Post and Businessweek and go to illustrate the increasing commercial importance of a subject that is only just becoming understood. 

Women Sex and Shopping (WSS) was established as a research project in 2009 and offers a Report and Client Advisory service based on the analysis together with an understanding of third party material. WSS looks at a number of product areas that are uniquely female.  This includes personal lubricants and intimate massagers. Lubricant and intimate devices can (in practical terms) be considered entirely new markets that have developed since the start of the 21st Century.  The growth has been so rapid that the user base now comprises over half of all women 18-65 in North America and Western Europe.  Normally, such growth and consumer demand and adoption would have seismic commercial consequences but in fact we can observe an almost brand free market with a largely dysfunctional retail element. It is impossible for a woman to walk into a department store and buy personal lubricant from a Beauty or Skincare brand for the simple reason that no brand makes such a product and no fasionable store sells one.  But.... women have proved that they are pragmatic.  They buy in outlets they would not perhaps choose and they buy products that are outside their normal brand choice. Women, in the sectors that WSS has studied, have adapted to the market but the maket has not adapted to them.

The Women Sex and Shopping (WSS) research for 2016-17 is based around the fundamental areas that have been considered by Hewson since 2009.  These are female sexual behaviours and retail consumer attitudes that are linked to sexually associated goods that might include sex toys, lubricants, lingerie and erotica. However, in 2016 the main focus of the research will be on the subject of personal lubricant – including use and effect – but where we also seek answers to retail questions about which brands should be involved and where and how lubricant should be sold. Hewson consider lubricant a product that is extremely important across all age groups but given the very high relevance to older age groups (by which we mean 45+ here) there is a curious disconnect by the commercial world towards its most important customer.  It might be argued that the disconnect is very stark in a world where anti-aging marketing messages and product lines abound.  WSS research is starting to reveal that there maybe a 'canary in the mineshaft' warning about the wider issues of how emotional goods are sold.

Hewson Group

Hewson Group is a market analyst and client advisory company established in 1989 and widely regarded as one of the inititiators of the CRM (customer relationship management) application area as well as being a key influence on e-government programmes.  Hewson’s significant record in identifying new market areas and their likely development has continued with work about the female economy based on the research project Women Sex and Shopping which has featured in various media from the BBC to the Wall St Journal and Businessweek.

The client list has included many of the world’s biggest IT companies including SAP, Microsoft and IBM.  Hewson’s market knowledge and insights have resulted in many investment evaluation projects for investor organisations such as 3i, HSBC and RBS as well as successful advisory work on international alliances.

The Report

Women Sex and Shopping is the leading authority on emotional retail for women and on how the female consumer thinks and behaves. The implications for the future of retail both in store and online are far reaching. Find out why.

Women Sex and Shopping (WSS) is a research project run by market analyst company Hewson Group.  WSS is the only research of it's kind and analyses a key marketplace that has many implications for the way women will shop and the sort of retail environments they would most prefer.

The research is largely based on hundreds of questionnaire responses (4 page handwritten answers).

. Buy the report.

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