CLUB MEDITERRANEE Interview
With Laure Baume, Marketing & Customer Relations Manager in France, Belgium and Switzerland
30th March 2012
Laure Baume, Marketing & Customer Relations Manager in France, Belgium and Switzerland
Agence L / Womenology
What is the percentage of decision-making women for purchases of Club Med holidays?
Women represent 70% of purchasing decisions. They decide to come to Club Med, not because they don’t know how to organise a holiday themselves but because they want a bit of time for themselves. We also have 30% of single-parent families. Studies we’ve led show that men (separated, divorced or living on their own with their children) come to Club Med because they can focus on the essential, their relationship with the children they don’t see very often, because Club Med takes care of all the material aspects. It’s a really important benefit that Club Med provides.
But active women, whether single parents or not, are our main target market. Club Med offers them moments when they can be sure of keeping all the family happy, and moments when they can take time for themselves, do some sport, go to a party, etc… all the while being able to make the most of time spent with their children. Club Med has this ability to reunite all of these elements in one week.
With Isabelle Zammit, Marketing and Communication Manager – female segment
16th February 2012
Isabelle Zammit, Marketing and Communication Manager – female segment
Agence L / Womenology
You are Marketing and Communication Manager, specifically for the female market; is this a new position at Harley-Davidson?
Harley-Davidson has always been interested in women, they make up a real part of the brand’s DNA and history. It was in 1907 that a Harley-Davidson motorcycle was first ridden by a woman. Nowadays, more and more women who are looking for action-packed activities take an interest in motorcycles, they want to give them a go, and they come to a dealership or bike show because they feel that Harley-Davidson is a brand that’s adapted to who they are.
Roxy, the sportswear line for women, introduced by the Quiksilver brand, has always been a pioneer in women’s sports by designing clothing that’s both practical and feminine. But Roxy is also intent on promoting female sport by organising events. The latest one? An international surf contest… for women only.
From the 11th to the 17th of July 2011, the Roxy Pro surf contest took place in Biarritz, in partnership with Orange.
Gathering together the best female surfers on the planet, including reigning world champion Stephanie Gilmore, the event created a sensation on surfing websites… all the more so as the contest was broadcast live on the brand’s website. Novices were also catered for, as Roxy organised introductory surf lessons and sports demonstrations alongside the main contest. A nice way of showing that board sports aren’t reserved for men…
Studies from the CNC (French National Centre of Cinematography) show that women go to the cinema more often than men: in 2010, they represented 53.9% of cinema-goers and 55% of unlimited access card holders (for only 51.8% of the French population). But it’s the films that are watched where we see the most striking difference: cinema remains very segmented according to gender…
First of all, men and women differ over the origin of the films they go to see. While both sexes claim to like American films, women see more French films (1% more) and much fewer non-European films (20% less).
Why is there such a difference? Notably because of their different influences when choosing the films. Men mostly rely on the media, while women have a social affinity with cinema that leads them to prefer films with actors or directors they know, or films that they’ve heard good things about (influence of word of mouth): as European and American films are the most viewed and commented on in France, its therefore toward those films that women turn. But the films present in the 2010 box office are practically all American.
On the 15th of July 2011, an impressive statue was unveiled in Chicago: with her white dress twirling around her, an 8-metre (26 foot) high Marilyn Monroe greets passers-by with an alluring smile. Half a century after her death, admiration for one of the film world’s greatest hasn’t waned.
Marilyn is a myth of femininity, a femininity displayed through curves (the actress was a size 12, far bigger than today’s size 4 models), sensuality and mischievous glances. By installing this giant statue in the streets of the city for a year, Chicago pays tribute to a woman who left her mark on the world of cinema.
Created by the sculptor Seward Johnson and entitled “Forever Marilyn”, the statue reveals to surprised onlookers the actress’ legs… all the way up to her lace underwear. Naturally, cameras don’t stop clicking around this piece of art which imitates the pose that made the actress famous in 1955’s The Seven Year Itch.
More and more women are starting to jog to keep in shape and to measure their fitness levels. According to a recent study by the Ministry of Youth and Sports, there are 3 million French women who are fans of running regularly. But what is it that motivates them to run?
Thirty years ago running was a male sport which appealed to very few women. Today, the taboo is lifted: An equality exists among joggers and there are even specific races reserved for women, like La Parisienne, created 15 years ago to meet the enthusiasm of women for jogging. Since then, the principle has been continued in most major French cities. They have friendly atmospheres, a good spirit and, despite wanting to finish in the best position, participants do not forget to smile to their well wishers.
Yoga, an ancient technique from India, has experienced a rapid breakthrough in the West since the 1960s, to such an extent that an estimated 10% of Americans (source: Gralon) and 3 million French people (source: Esprit Yoga) practise it at least occasionally, and amongst them a large majority are women…
The main advantage of yoga is that appeals to all profiles: it requires no particular muscular ability to get started, and it can be practised by children as well as elderly people. While women aged 25 to 55 make up the majority of participants in yoga classes in France, the number of lessons aimed at specific groups is rocketing: classes for pregnant women, yoga seminars for businesspeople, training for primary school teachers who want to initiate their pupils…
From the 24th of May to the 25th of September 2011, the Jeu de Paume museum is organising a retrospective dedicated to Claude Cahun, a writer, artist and photographer from the first half of the 20th century who was one of the first people to consider the issues of gender.
Claude Cahun, née Lucy Schwob (1894-1954), was therefore one of the first artists to appreciate the mixture of femininity and masculinity that characterises each human being. She depicted this discovery in her self-portraits, which were extremely daring for the time, where she sometimes made herself up as a woman and sometimes as a man, going as far as to shave her head to perfect the look. She wanted to portray a “third gender”, at the boundary between androgyny and bisexuality, as shown by this quote from the artist which is displayed at the entrance to the exhibition: “Confuse people. Masculine? Feminine? But that depends on the case. Neutral is the only gender which always suits me.”
Women are into sport (see article here) and Puma is well aware of it. That is why the giant German sportswear brand decided, in November 2010, to launch a new range of shoes for women, BodyTrain, that combine elegance with muscle training.
“Walk sexy. Walk light. Walk tight.” This is Puma’s slogan for its new exclusively female line BodyTrain, which look good and are slimming at the same time.
On average, the French have 2 hours of free time a day. What do they do with it? The answer varies, depending on the type of activity, because men and women don’t always share the same tastes when it comes to leisure!
Free time tends to be on the decline: despite the official reduction of the French working week at the beginning of the century, it’s more and more common to work at the weekend or in the evening and to never really switch off from work.
This is especially so for senior staff (a trend that has increased with the development of the Internet and smartphones which make staff permanently within reach). If the day was 2 hours longer, only 4% of French people claim they would spend it working because the majority would rather take time to live.