SheSays Winning Women Collyn Ahart

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Collyn Ahart, Brand & Insight Strategy Consultant and Writer (www.collynahart.com)
for Rapha for Women (www.rapha.cc)

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SheSays Winning Women Collyn Ahart

  1. 1. Women & Sports Apparel @collynahart collynahart@gmail.comSunday, 16 September 12Conference presentation for http://ssukwinningwomen.eventbrite.com/
  2. 2. DefaultSunday, 16 September 12Even the cleverest women working in advertising/marketing are trained and compete in “aman’s world” so our default setting is to sell to men - despite knowing better.
  3. 3. We are all maleSunday, 16 September 12
  4. 4. 3 kinds of sports marketing “aimed at women”Sunday, 16 September 12
  5. 5. 1. Entertainment for male readersSunday, 16 September 12
  6. 6. Sunday, 16 September 12
  7. 7. 2. Assuming women are the same as menSunday, 16 September 12
  8. 8. AKA: “If the best athlete uses it, women will want to be like her.”Sunday, 16 September 12
  9. 9. Why doesn’t this work? (Beyond not recognising her) “I don’t want to look too sporty”Sunday, 16 September 12
  10. 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. 11. Sunday, 16 September 12
  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. 13. 3. The empowered womanSunday, 16 September 12
  14. 14. Sunday, 16 September 12
  15. 15. Sunday, 16 September 12
  16. 16. Sunday, 16 September 12
  17. 17. Too bad she’s usually alone...Sunday, 16 September 12
  18. 18. Women are like a foreign marketSunday, 16 September 12
  19. 19. Women really don’t care much about the technical features of a product...Sunday, 16 September 12
  20. 20. She just wants to know what a product does for her.Sunday, 16 September 12
  21. 21. The biggest competition is ourselves.Sunday, 16 September 12
  22. 22. Achievement is rarely about being the best.Sunday, 16 September 12
  23. 23. If we do it together, it’s that much better.Sunday, 16 September 12
  24. 24. Yes, women want to be attractive... but not as you’d expectSunday, 16 September 12
  25. 25. Something strange is happening in fashionSunday, 16 September 12The “Man Repeller” has reframed fashion to be about having fun and friendship, notattracting a partner
  26. 26. It’s not about sexy ... It’s about sisterhoodSunday, 16 September 12
  27. 27. Sunday, 16 September 12The AW11 Lanvin campaign seemed to kick this off with their cheeky dance-dance-nationrendition http://www.youtube.com/watch?v=cwwcnUBY9Zg
  28. 28. From: “I wish I could be her...”Sunday, 16 September 12
  29. 29. Sunday, 16 September 12
  30. 30. To: “I wish I was friends with them...”Sunday, 16 September 12
  31. 31. Sunday, 16 September 12http://www.youtube.com/watch?v=yvxvMewK7fg The Man Repeller x Rebecca Minkoff
  32. 32. And because of social media, it kind of feels like you are...Sunday, 16 September 12
  33. 33. Sunday, 16 September 12
  34. 34. But let’s focus on sport again...Sunday, 16 September 12
  35. 35. What’s the real opportunity for sport brands?Sunday, 16 September 12
  36. 36. Really understand what sport brings to her lifeSunday, 16 September 12Do the research, and really listen. Don’t look for what she wants in a product, look for whatshe wants from herself and her life. How is your product going to deliver that?
  37. 37. Sport is a reflection of how she sees herself, how she sees the worldSunday, 16 September 12
  38. 38. Confidence and friendship go hand in handSunday, 16 September 12
  39. 39. Permission to strive A precedent to not shirk from success Freedom to look sillySunday, 16 September 12
  40. 40. Sunday, 16 September 12I’ve been working with Rapha www.rapha.cc for the last 18 months to create a vision andstrategy for their women’s offer.
  41. 41. Sunday, 16 September 12
  42. 42. Sunday, 16 September 12Film can be found here: http://aw12.rapha.cc/ in the women’s section
  43. 43. Thank you, now let’s change the game... @collynahart collynahart@gmail.comSunday, 16 September 12For more information or questions, don’t hesitate to get in touch.

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