Two Secrets that Bring Joy to Your Product Design

Marketing to Women Starts with Great Products

Twentieth Century Fox recently released a movie about one of the most successful designers in history. The role of the designer is played by Jennifer Lawrence, no less, one of today’s hottest stars. Her sidekicks are Robert De Niro, Bradley Cooper (of course!) and Isabella Rossellini. And yet I bet you don’t know this designer’s name.

It’s Joy Mangano.

She focuses on the housewares sector and sells all her products via the home shopping channels HSN and QVC. This retail format is one of few that provide consolidated, immediate feedback on customer response and business success. And, OH, what success she’s enjoyed:

  • Her first product sold over 18,000 items in 20 minutes. And to show that’s not a fluke, another of her designs sold 150,000 in six hours.She holds the record for the best-selling product in electronic retailing history—678 million sold, all told.
  • She holds the record for the best-selling product in electronic retailing history—678 million sold, all told.
  • She has been known to generate sales of $10 million in a single day—extraordinary for this format.
  • To date, over the past 23 years her designs have generated revenues of over $3 billion.

Her phenomenal success can point the way to several specific strategies that can and should blow open your design thinking and accelerate your business success.

Two Secrets that Bring Joy to Your Product Design

Joy’s most important insight is that she roots her design thinking in solving end-user problems in day-to- day life, not in seeking innovation for innovation’s sake. She looks for end users who are exasperated or annoyed by some aspect of a product with a gap between what they want and what’s available.

The second insight is that changes that seem small can have very big business impact indeed. Joy’s best-selling design, the Huggable Hanger, may seem mundane. (OK, so naming might not be her forte.) But this blockbuster product was the first to solve three closet-management problems. First, it’s velvet-flocked, so clothes don’t slip off onto the floor. Second, it’s strong but flat, unlike heavy-duty wood or plastic hangers, meaning less crowding on the closet bar. Third, the shoulder edges are rounded, so there are no poky little puckers ruining the lines of a lovely blouse or sweater. The hangers come in 19 colors, including pink. And she’s sold $678 million of them so far.

It just so happens that Joy’s category, housewares, automatically focused her on the consumers who buy most of everything—women. But women as buyers drive the brand choice in almost every category (this means you, too, auto and consumer electronics); women as end users are the research resource who best notice and articulate design problems that need solving; and women as design colleagues contribute even more than their valuable guidance as the voice of the customer.

In a nutshell, centering your research and product development around more input from women will deliver better innovation, stronger sales, greater career success and more customer love in every sector of industrial design. 

This entry was posted in Entrepreneuse Issues, How women buy, Importance of Aesthetics, Market Research, Marketing to Women, Selling to Women, Women as customers and tagged , , , , , , on by .

About Marti

To The Huffington Post, she’s “the High Priestess of Marketing to Women;” to TIME magazine, “the Chief Rabbi of the Sheconomy.” Renowned business guru Tom Peters calls her “the First Lady of Marketing to Women” and says she “is one of the best presenters, male or female, I’ve ever seen.” Marti Barletta shows you how to get more customers, make more money per customer and keep customers loyal longer - simply by getting smarter about women. Her first book, Marketing to Women, is available in 19 languages,” and her latest book, PrimeTime Women, focuses in on the market’s high-spending sweet spot - Boomer women in their mid-life prime – and shows marketers how to use this prime segment’s growth, size and buying power to propel their business for the next 20 years. As the go-to authority on marketing to women, women in leadership and women’s growing role in shaping the 21st century, Barletta has been quoted on CBS, ABC, MSNBC and NPR, as well as in The Wall Street Journal, The New York Times, The Economist, USA Today, Fast Company, TIME, Business Week, Inc., and many other publications worldwide. Ms. Barletta’s consulting clients have included Diageo, Ford, Kodak, Pfizer, Volvo Worldwide and others. A popular speaker internationally, she has enjoyed rave reviews on every continent except Antarctica, including in Australia, Chile, Dubai, Japan and Sweden. She has spoken for hundreds of companies, conferences and associations; and across dozens of industries, including consumer products, financial services, travel and tourism, retail and real estate development, to name a few. She is proud to say that numerous clients have booked her for return appearances. Her dynamic style, command of her subject and passion for her topic make her a popular speaker. Audiences love her practical tactics tailored to the interests of each audience, her lively style and sense of humor, and her memorable stories about men, women and marketing. Specialties:I show you how to attract more customers, keep them longer, and earn more money from every customer simply by getting smarter about today's mightiest market - women.

Leave a Reply

Your email address will not be published. Required fields are marked *