Image Source: New York Times

Shannon raises an interesting point about how companies gain a competitive edge by targeting new customer segments. This article discusses how the jewellery industry is adjusting and taking advantage of socio-cultural changes.

However, I believe that male customers will respond to the food more readily than jewellery because of the different needs that they satisfy. Food is a fundamental need whereas accessories fulfil the discretionary want of self-identity. Despite society’s tolerance, “jewellery still provokes ambivalent feelings among men.”

I would recommend that jewellery companies conduct market research to determine their value proposition to this customer segment. Direct questioning of both males and females is the most effective in this case. Personal interviews with male customers could reveal psychological conflicts, the source of reluctance, or negative attitudes towards jewellery. Questioning females on their reception of these males indirectly reflects male intentions and motives to adorning themselves. Determining the source of discouragement will allow companies to offer products that “limit pains.”

Both food companies and jewellery companies must recognize that the value and marketing targeted towards women is not necessarily received by men. By adjust their designs and marketing strategy from the results of this research, they will “gain momentum” over companies that aren’t as perceptive and flexible.