shesays winning women collyn ahart

Women & Sports Apparel

@[email protected]

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


3 kinds of sports marketing “aimed at

women”


1. Entertainment for male readers


2. Assuming women are the same as men


AKA: “If the best athlete

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


Why doesn’t this work?

(Beyond not recognising her)

“I don’t want to look too sporty”


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.


So we try to meet the stereotype, and then beat

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


3. The empowered woman


Too bad she’s usually alone...


Women are like a foreign market


Women really don’t care much about the

technical features of a product...


She just wants to know what a product does

for her.


The biggest competition is ourselves.


Achievement is rarely about being the best.


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


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

you’d expect


Something strange is happening in fashion


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



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...”


To:

“I wish I was friends with them...”



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

http://www.youtube.com/watch?v=yvxvMewK7fg

http://www.youtube.com/watch?v=yvxvMewK7fg

And because of social media, it kind of feels

like you are...


But let’s focus on sport again...


What’s the real opportunity for sport

brands?


Really understand what sport brings to her life


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


Confidence and friendship go hand in

hand


Permission to strive

A precedent to not shirk from success

Freedom to look sillySunday, 16 September 12


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.


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

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

@[email protected]


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

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