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SheSays Winning Women Collyn Ahart
 

SheSays Winning Women Collyn Ahart

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Collyn Ahart, Brand & Insight Strategy Consultant and Writer (www.collynahart.com)

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 SheSays Winning Women Collyn Ahart Presentation Transcript

    • Women & Sports Apparel @collynahart collynahart@gmail.comSunday, 16 September 12Conference presentation for http://ssukwinningwomen.eventbrite.com/
    • 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.
    • We are all maleSunday, 16 September 12
    • 3 kinds of sports marketing “aimed at women”Sunday, 16 September 12
    • 1. Entertainment for male readersSunday, 16 September 12
    • Sunday, 16 September 12
    • 2. Assuming women are the same as menSunday, 16 September 12
    • AKA: “If the best athlete uses it, women will want to be like her.”Sunday, 16 September 12
    • Why doesn’t this work? (Beyond not recognising her) “I don’t want to look too sporty”Sunday, 16 September 12
    • 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
    • Sunday, 16 September 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
    • 3. The empowered womanSunday, 16 September 12
    • Sunday, 16 September 12
    • Sunday, 16 September 12
    • Sunday, 16 September 12
    • Too bad she’s usually alone...Sunday, 16 September 12
    • Women are like a foreign marketSunday, 16 September 12
    • Women really don’t care much about the technical features of a product...Sunday, 16 September 12
    • She just wants to know what a product does for her.Sunday, 16 September 12
    • The biggest competition is ourselves.Sunday, 16 September 12
    • Achievement is rarely about being the best.Sunday, 16 September 12
    • If we do it together, it’s that much better.Sunday, 16 September 12
    • Yes, women want to be attractive... but not as you’d expectSunday, 16 September 12
    • Something strange is happening in fashionSunday, 16 September 12The “Man Repeller” has reframed fashion to be about having fun and friendship, notattracting a partner
    • It’s not about sexy ... It’s about sisterhoodSunday, 16 September 12
    • 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
    • From: “I wish I could be her...”Sunday, 16 September 12
    • Sunday, 16 September 12
    • To: “I wish I was friends with them...”Sunday, 16 September 12
    • Sunday, 16 September 12http://www.youtube.com/watch?v=yvxvMewK7fg The Man Repeller x Rebecca Minkoff
    • And because of social media, it kind of feels like you are...Sunday, 16 September 12
    • Sunday, 16 September 12
    • But let’s focus on sport again...Sunday, 16 September 12
    • What’s the real opportunity for sport brands?Sunday, 16 September 12
    • 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?
    • Sport is a reflection of how she sees herself, how she sees the worldSunday, 16 September 12
    • Confidence and friendship go hand in handSunday, 16 September 12
    • Permission to strive A precedent to not shirk from success Freedom to look sillySunday, 16 September 12
    • 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.
    • Sunday, 16 September 12
    • Sunday, 16 September 12Film can be found here: http://aw12.rapha.cc/ in the women’s section
    • 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.