Photography and Design by Demi Cambridge via Getty Images
Is the increased visibility of naked female athletic bodies transforming the concept of contemporary femininity?
This new woman is an assimilation of western influences as well as her traditional culture. She is a hybrid who despite of all kinds of changes is able to strike a balance among diverse spheres of her life. What implications do these trends have for marketers, products and brands? With gender being the most common form of segmenting and targeting used by marketers in general and advertisers in particular, the multi-dimensional personality of the new women is posing to be a big challenge for brands.