sample project home depot - lowes

sample project home depot - lowes - THE HOME DEPOT AND...

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THE HOME DEPOT AND LOWE’S: THE GENDERING OF TWO BRANDS Prepared by SAMPLE THE HOME DEPOT AND LOWE’S: THE GENDERING OF TWO BRANDS
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2 INTRODUCTION Two national retailers have clearly dominated the home improvement category for a number of years in the United States; The Home Depot and Lowe’s. These two power houses both boast stores in every state, an impactful presence on the web and international reach through store growth in foreign markets. Both companies offer easy to shop stores, knowledgeable employees that are able to help customers and for the most part similar store layouts and formats. There are instructional demonstrations performed in both stores to show how to install and use products. There are so many similarities that one might wonder how a shopper would choose one store over the other. In some geographic areas, it may simply be the caliber of help and employees in the store that make the difference. If it was not for the downturn in the economy, one could even argue that there is plenty of room in the home improvement category to keep two home improvement category killers running strong. But that does not explain for the choices that people make day-in and day-out in two distinct international operations. There must be another way to differentiate how two retailers can deliver very similar products in similar concepts and still be so successful. That success for both retailers may lie in gendering. Gendering a product or brand simply means imbuing it with a masculine or feminine image or identity (Alreck 1994, p.6). It does not necessarily mean that one retailer does not prefer a gender specific clientele, nor does it mean that these retailers have tactics that define their image purely as masculine or feminine. What it does mean is that these retailers can use messaging, imaging and advertising appeal to lure one particular customer over the other. There seems to be clear evidence that men and women consume messages differently (Hogg & Garrow 2003, p.160). This may be what defines each brand to the public and gives each retailer their strength in the market; the way that the retailers speak to the sexes. The edge that each retailer provides to the home improvement category may lie in the messaging; The Home Depot, which appeals to a more masculine customer and Lowe’s with its feminine focused target. Here we will explore what these retailers put out to the market as the core of their messaging and how it appeals to their main targeted demographics. This exploration should conclude that the masculine focus of The Home Depot and the feminine messaging of Lowe’s have led both retailers to be successful in the home improvement industry. HISTORY OF THE BRANDS
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This note was uploaded on 07/18/2011 for the course COMM 101 taught by Professor Jones during the Spring '11 term at Broome Community College.

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sample project home depot - lowes - THE HOME DEPOT AND...

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