In the International Herald Tribune, Miki Tanikawa reports on Resona Bank's new Japanese mutual fund for women only:
The pamphlets that described mutual funds in Japan have been a complete turnoff to women, said Yoko Muto, 29, who worked with a five-woman team to develop the fund.Well, they've certainly solved that problem:
"There are too many words in it and letters are too small," she said.
The new fund - Love Me! - is promoted with a colorful picture of a pile of boxed gifts on the pamphlet.So, when it comes to choosing investments, Japanese women look for few words, large print, and colorful scratch-and-sniff pictures.
"Offering a gift to yourself of tomorrow," reads the copy. Rub the brochure and a scent of roses wafts over the prospective customer.
Sounds good, but I think a peek at manager track records and risk-adjusted returns would be in order.