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In an attempt to better serve female shoppers, consumer electronics retailer Best Buy Co., Inc. (NYSE: BBY) intends to unveil a line of accessory bags and cases designed by Liz Claiborne, Inc. (NYSE: LIZ) in more than 250 of its 800-plus stores on October 21st.

This isn't Best Buy's first attempt to improve its relationship with female shoppers. The Wall Street Journal highlighted "Studio D," Best Buy's boutique electronics store in Chicago that opened a few years ago, specifically designed for the female shopper. Best Buy opted to close Studio D to "reflect elements of its female-centric merchandising and marketing in all of its stores rather than launching a new chain." In other words, Studio D was a flop.

The Journal said that women account for more than half of U.S. spending on consumer electronics annually, citing data from the Consumer Electronics Association, and they "influence" roughly 90% of electronics purchases.

That's why Best Buy hired an executive in June to focus solely on growing market share in the female population. Enter Julie Gilbert. Ms. Gilbert has been with Best Buy for seven years in training and development, and is now behind the Liz Claiborne launch. Under Ms. Gilbert, Best Buy recently launched a line of contemporary home-theater furniture designed by Maria Yee Inc., a lifestyle design company, and a women's leadership forum, WOLF, aimed at recruiting female employees.

While the data from the Consumer Electronics Association can be debated - women could purchase electronics as gifts for men and couples could bicker over purchasing a home theater-system - Best Buy now seems to be on the right track. The retailer's decision to focus on marketing to women in their own stores, rather than opening individual boutiques, could just be the spark they need to improve significant market share over its rival, Circuit City Stores, Inc. (NYSE: CC).

Best Buy (BBY) woos women (again) originally appeared on BloggingStocks on Tue, 14 Aug 2007 17:31:00 EST. Please see our terms for use of feeds.

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