fast company

July 25, 2016

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I recently read an article in this month’s Fast Company issue (with none other than Queen Bey herself on the cover), that basically summed up why millennial women are the new target demographic among luxury goods that were once marketed almost exclusively to men. I found the numbers to be the most interesting (but perhaps not all that surprising either). Since 2000, one-third more women than men have graduated from college, thereby outpacing them in wage growth, with many analysts predicting that by the year 2020, women’s wages will overtake men’s.

Of course, we still can’t deny the fact that women earn 79 cents for every dollar our male counterparts make — but it’s exciting to see that perhaps, in some ways (heck, a lot of ways) this reality won’t last and can’t last, much longer. I’m not denying there are a lot of other factors (like class divisions, access to education etc.) that also play a huge role in this future that require social and political climate changes, but it’s there nonetheless.

Where am I going with all of this? The article cited how car companies are no longer casting the female for commercials necessarily as the “girlfriend” or “wife” role — although this stereotyping does largely still exist. But a lot of companies are focusing on women more so as the driver. The decision maker. The boss. The owner of the car. And it’s about f*cking time.

So I guess once I touched down in San Francisco and picked up my BMW rental for the weekend, I couldn’t help but smile at that thought.

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OUTFIT DETAILS: Self-Portrait dress borrowed from Elizabeth Charles in San Francisco // Celine “Audrey” sunglasses

HAIR DETAILS: Cut and styling by Jacqueline at Archer Salon in San Francisco // Color by CK at Archer Salon in San Francisco

CAR DETAILS: BMW convertible thanks to the folks at Sixt Rental 

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Photos by Angie Silvy

19 thoughts on “fast company

  1. How beautiful is that dress! Self Portrait doesn’t disappoint! And I love how the marketing for cars (or for anything) is evolving and showing women as a dominant role. I definitely think we are progressing the right way and you were so lucky to drive a BMW all weekend!

    http://www.rdsobsessions.com

  2. Great article! And yes it’s about time brands in general should rethink their marketing to keep up with the demographic and successful women of today 💪🏼
    Gorgeous photos, too!

  3. Oh my gosh, these are stunning!! My husband and I lived in SF for two years and it brings back memories!

    I also loved reading your stats about women’s growth in education and wages. So interesting about the marketing of luxury items to a female driver rather than casting her as an adoring, doting passenger! I agree it’s about damn time. Speaking of luxury items, Self Portrait is one of my favorite “one day when I can afford it” designers and BMW is hands-down my fave luxury car.

    Happy Tuesday!
    Xx Maya from Maya Unmarketed

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