SheSays Winning Women Collyn Ahart
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The document discusses 3 common approaches to marketing sports apparel to women and argues they are ineffective: 1) Entertainment focused on attracting male readers, 2) Assuming women want to look like male athletes, 3) Emphasizing empowerment but portraying women as isolated. It suggests more promising approaches focus on understanding what sport means to women's lives, how it relates to confidence, friendship and success, and portraying the social and community aspects of sport. The opportunity for sports brands is to create products and messaging that deliver what women want from themselves and their lives.
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SheSays Winning Women Collyn Ahart
- 1. Women & Sports Apparel @collynahart collynahart@gmail.com Sunday, 16 September 12 Conference presentation for http://ssukwinningwomen.eventbrite.com/
- 2. Default Sunday, 16 September 12 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.
- 3. We are all male Sunday, 16 September 12
- 4. 3 kinds of sports marketing “aimed at women” Sunday, 16 September 12
- 5. 1. Entertainment for male readers Sunday, 16 September 12
- 6. Sunday, 16 September 12
- 7. 2. Assuming women are the same as men Sunday, 16 September 12
- 8. AKA: “If the best athlete uses it, women will want to be like her.” Sunday, 16 September 12
- 9. Why doesn’t this work? (Beyond not recognising her) “I don’t want to look too sporty” Sunday, 16 September 12
- 10. 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. Sunday, 16 September 12
- 11. Sunday, 16 September 12
- 12. So we try to meet the stereotype, and then beat ourselves up about it when we don’t seem to fit. Sunday, 16 September 12
- 13. 3. The empowered woman Sunday, 16 September 12
- 14. Sunday, 16 September 12
- 15. Sunday, 16 September 12
- 16. Sunday, 16 September 12
- 17. Too bad she’s usually alone... Sunday, 16 September 12
- 18. Women are like a foreign market Sunday, 16 September 12
- 19. Women really don’t care much about the technical features of a product... Sunday, 16 September 12
- 20. She just wants to know what a product does for her. Sunday, 16 September 12
- 21. The biggest competition is ourselves. Sunday, 16 September 12
- 22. Achievement is rarely about being the best. Sunday, 16 September 12
- 23. If we do it together, it’s that much better. Sunday, 16 September 12
- 24. Yes, women want to be attractive... but not as you’d expect Sunday, 16 September 12
- 25. Something strange is happening in fashion Sunday, 16 September 12 The “Man Repeller” has reframed fashion to be about having fun and friendship, not attracting a partner
- 26. It’s not about sexy ... It’s about sisterhood Sunday, 16 September 12
- 27. Sunday, 16 September 12 The AW11 Lanvin campaign seemed to kick this off with their cheeky dance-dance-nation rendition http://www.youtube.com/watch?v=cwwcnUBY9Zg
- 28. From: “I wish I could be her...” Sunday, 16 September 12
- 29. Sunday, 16 September 12
- 30. To: “I wish I was friends with them...” Sunday, 16 September 12
- 31. Sunday, 16 September 12 http://www.youtube.com/watch?v=yvxvMewK7fg The Man Repeller x Rebecca Minkoff
- 32. And because of social media, it kind of feels like you are... Sunday, 16 September 12
- 33. Sunday, 16 September 12
- 34. But let’s focus on sport again... Sunday, 16 September 12
- 35. What’s the real opportunity for sport brands? Sunday, 16 September 12
- 36. Really understand what sport brings to her life Sunday, 16 September 12 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?
- 37. Sport is a reflection of how she sees herself, how she sees the world Sunday, 16 September 12
- 38. Confidence and friendship go hand in hand Sunday, 16 September 12
- 39. Permission to strive A precedent to not shirk from success Freedom to look silly Sunday, 16 September 12
- 40. Sunday, 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.
- 41. Sunday, 16 September 12
- 42. Sunday, 16 September 12 Film can be found here: http://aw12.rapha.cc/ in the women’s section
- 43. Thank you, now let’s change the game... @collynahart collynahart@gmail.com Sunday, 16 September 12 For more information or questions, don’t hesitate to get in touch.