shesays winning women collyn ahart

Women & Sports Apparel

@collynahartcollynahart@gmail.com

Sunday, 16 September 12

Conference presentation for http://ssukwinningwomen.eventbrite.com/

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Even the cleverest women working in advertising/marketing are trained and compete in “a man’s world” so our default setting is to sell to men - despite knowing better.

We are all male

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3 kinds of sports marketing “aimed at

women”

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1. Entertainment for male readers

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2. Assuming women are the same as men

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AKA: “If the best athlete

uses it, women will want to be like her.”

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Why doesn’t this work?

(Beyond not recognising her)

“I don’t want to look too sporty”

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Particularly in the UK, the media has pitted athleticism and

femininity against each other.

Women are expected to choose.

The media likes women to be simple.

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So we try to meet the stereotype, and then beat

ourselves up about it when we don’t seem to fit.

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3. The empowered woman

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Too bad she’s usually alone...

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Women are like a foreign market

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Women really don’t care much about the

technical features of a product...

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She just wants to know what a product does

for her.

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The biggest competition is ourselves.

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Achievement is rarely about being the best.

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If we do it together, it’s that much better.

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Yes, women want to be attractive... but not as

you’d expect

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Something strange is happening in fashion

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The “Man Repeller” has reframed fashion to be about having fun and friendship, not attracting a partner

It’s not about sexy...

It’s about sisterhood

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The AW11 Lanvin campaign seemed to kick this off with their cheeky dance-dance-nation rendition http://www.youtube.com/watch?v=cwwcnUBY9Zg

From:

“I wish I could be her...”

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To:

“I wish I was friends with them...”

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http://www.youtube.com/watch?v=yvxvMewK7fg The Man Repeller x Rebecca Minkoff

And because of social media, it kind of feels

like you are...

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But let’s focus on sport again...

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What’s the real opportunity for sport

brands?

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Really understand what sport brings to her life

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Do the research, and really listen. Don’t look for what she wants in a product, look for what she wants from herself and her life. How is your product going to deliver that?

Sport is a reflection of how she sees herself,

how she sees the world

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Confidence and friendship go hand in

hand

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Permission to strive

A precedent to not shirk from success

Freedom to look sillySunday, 16 September 12

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I’ve been working with Rapha www.rapha.cc for the last 18 months to create a vision and strategy for their women’s offer.

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Film can be found here: http://aw12.rapha.cc/ in the women’s section

Thank you, now let’s change the game...

@collynahartcollynahart@gmail.com

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For more information or questions, don’t hesitate to get in touch.