IT products have become more and more attractive. The reason for this situation is an appearance of a new consumer class. That is the female consumers group that is called 'Tech Fatale'. Unlike existing consumers who are almost all men, women put emphasis on emotional parts such as brand and design. This tendency influences a lot of the IT field.
  First, the most affected parts are design and color. In the past, most MP3 players were in simple shapes like squares. However, currently, there is a variety of forms. For example, there are MP3 players which are modeled after mickey-mouse and ladies compact powder cases. In addition to this, colors are varied. There are cell phones with about 10 kinds of colors beyond the basic colors like white, gray, and black.
  Commercials have also been affected. The advertising trend that focuses on function and performance has been changed into advertisements that maximize their effects by using actors and singers preferred by women as models. In this case, commercials attract more women's attention and participation in sales promotion events rises.
  Lastly, the number of women CEO's has been increasing. Basically, when the CEO is a woman, she usually grasps female consumer psychology better than a male CEO. Additionally, the females' senses and fast adaptability are helpful in the fickle IT field.
  In fact, the growth of the women consumers group's power is not limited to IT products. From home appliances, cars and finance to alcoholic beverages, as the leverage of the Tech Fatale has become stronger, there are a lot of marketing strategies. When we think more widely, not just of colors and sizes but the details of women's lifestyles, this is going to become a big market with infinite possibilities.