Gender.

Ever wondered why fashion advertising for women and men looks so similar? Ever wondered why some brands communicate to both gender in the same ad? No? You should. Regarding to theory and biology – specifically neurobiology – we should know better.

First.
Women and men do not only buy different clothes. They buy clothes differently. Ladies: cheaper but more often. Gentlemen: more expensive but rarely. Amount and periodicity bare fundamental differences with consequences also for brand communications.

Second.
Dopamine supports the learning process. It's a neurotransmitter in the human brain, secreted whenever we feel e.g. happiness. The amount of dopamine depends on how surprised we are about an experience. Example: Try on a jacket, feel the drapery, be surprised, memorise the brand.

How simple is that?

But men rarely shop on High Street. They seldom browse through a fashion magazine. Thus, every single brand touch point has to serve a purpose more ambitious than in communications for women.

Quintessence: LESS BRAND TOUCH POINTS –> MORE SURPRISING COMMUNICATIONS REQUIRED.