These days, it is common to see products such as pizza and services like health clubs that are designed for women. That means that the power of women's influence has increased. Nowadays, IT products that were thought of as men's possessions are becoming common for women. You have seen that women use IT products such as MP3s, digital cameras, as well electronic dictionaries.
  This tendency has become so pervasive that a new word 'Tech fatale' was made. Tech fatale appeared first in 'Micro Trend', a book about marketing. It means female consumers who are interested in IT products and consume actively. The word 'Tech fatale' mixed the words 'tech' and 'fatale'; tech means technology, and fatale was cut down from "femme fatale", meaning fatally charming.
  What is the reason that women have stronger purchasing power for IT products? After the 1980s, women became savvy with IT products. When the women of that time became adults, they had an interest in IT products. At the same time, women had stronger purchasing power because of the improvement of female positions. As a result, the women became important buyers of IT products.
  Women were recognized as a new market for IT products. Therefore, many companies were trying various developments to appeal to women. First, showing striking changes in design, IT products became lighter. Also, the original goods had achromatic colors, but they changed to glamorous colors like pink and pastels. Moreover, IT products were released in various shapes like the shape of Mickey Mouse or powder compacts instead of simple square shapes. In addition, many functions, like simple controls, which targeted women, were improved.
  Now, IT products are no more a male-only possession. They are recognized as daily necessities and fashion props. IT products stimulate purchasing decisions of women because they have various colors, ease of use, and light weight. However, the companies should not focus on appearance only.