This document provides tips for improving sales to women customers in the powersports industry. It discusses segmenting women into riders and purchasers for others, and emphasizing store layout and merchandising to appeal to women. Product selection should include a range of sizes, fits, styles and price points. Communication with women customers should focus on safety, comfort and temperature regulation. Understanding different motivations like style, practicality or size availability can help increase sales. Maintaining a balanced selection that changes with trends is important to attracting women shoppers.

1. Jennifer Robison jrobison@tuckerrocky.com Tucker RockyDistributing
One of the topics I am asked about frequently from Managers & buyers a great deal is...
"How to improve sales to Women"
First, let’s classify this in two women buyer categories,
 Women riders (passengers and operators) what they buy for their own needs as a participant &
 Women that buy products for their loved ones that do the riding.
Store layout is important-Women are professional shoppers; they do it for a
hobby and for need!
 Women are the primary focus in most retail
settings so most retailers will make their stores
very well merchandised, with focus on the latest
and newest products,
 The use of color, graphics, texture and easy to
shop floor plans. Most retailers selling apparel
always make women's products the primary focus
and in the best real estate. Ever notice men's
apparel is on an upper or lower level or off to the
side and all main floor traffic is set for women's
products in the mall stores?
 Even your discount retailers know that great multi
dimensional feature displays will draw women to
them. (Ross/TJ Maxx/Kohl's, Target and more)
 Most often your women shoppers have seen the
product on someone or in a publication that they
are now seeking in store. Make sure hot items
that are being promoted in a big way are available
in your store and are displayed for easy discovery
along with any graphic or POP that features the
current products.
 Journey and discovery is a shopping style women
use-this means they have no set idea of what they want, they want to go in store and be Wowed
by the in store presentation and products that they did not know was in existence. Ask yourself,
do you think your selection of 4 ladies jackets (three of which are more than likely pink) is wowing
your women customers? If a woman has come to your store to get outfitted did you have an
adequate selection and sizes on hand? Was the inventory in the back or up front?
 Yes, women love sale items-Perhaps once a month you have a sale on women's or all products
and make sure you promote and attract women shoppers. Women love a bargain or a package
promo as well. Main stream retailers are always sending ads or internet banners and e-mails to
shoppers in some cases (internet banners/emails) its daily.
 Clearance racks women know to be in the back of the store or dept, make sure it is organized,
and hung on the same hangers and that its full, women will be drawn to this rack they can't help
themselves!

2. Jennifer Robison jrobison@tuckerrocky.com Tucker RockyDistributing
Products will make your success or break you
 Offer a balanced assortment of apparel (offer many types of fitments, petites sizes and styles,
average fit for average sizes and products for large or plus size women)
Women have four different types of shapes
 Pear (larger hips and thighs) these shapes do better with 3/4 length garments that have
a waist band design and longer to fit over hips and thighs
 Apple (bulk carried above the waist-larger chest area) garments that are cut and
designed for this shape some can be mid length and some 3/4 lengths check for this
when looking at apparel samples
 Boycut (this shape is straight up and down as implied a figure that is not curvy or bulky)
look for slim cut and petite fits look for this in samples
 Curvy (as implied this form is curvy top and bottom with a smaller middle think Marylin
Monroe) this fit will likely best work with longer style garments
No matter what the shape is, size is a factor as well!
 FYI- don't project what size you want your women customers to be have what they are!
 FYI: Size12 is the average pant size for women and 12/14 for jackets, the equivalent would be Large
to Extra large, in years past smalls and mediums were dominate.
 This is not to say that some stores would not do better with smalls or mediums.
Example, a Kohl’s dept store may sell more larges or plus sizes than Abercrombie or
Buckle stores, certain retailers are catered to certain ages, lifestyles and certainly
fitments. But the average Powersport or accessories stores need to offer sizes that are
appropriate to their market.
 Be mindful not to put in too much of any one color (pink, blue or black) black is safe bet
but too much black styles and they don't stand out and get women's attention. Try to
have 50 to 60% of products in black or neutral and the rest in other colors.
 Stock in multiple price levels, women can appreciate a garment that is higher in cost if it
has a very flattering fitment and comfort level.
 Remember-women are more sensitive to appreciation for the safety of a garment. If
purchasing for themselves and for loved ones, women generally want the safest products
available.
 Heavy, bulky garments or armor can be a turn off to a women buyer, either find a better
fitting garment or explain that it will not feel heavy or bulky as they adjust to wearing
protective gear(new women riders really react to this remind them this is a part of the
sport and they will adjust and appreciate it in time)
 Mobility can also be a deterrent; remind your buyer that riding a motor cycle does not
require a great deal of mobility to safely operate or ride as they would need for other
sports.
 Inform your customer about temperature changes and variations they will experience in
one ride day along-women have sensitivity to the temperature that is not like a male rider.
 Women get cold much more often (women's circulatory system operates in a diffident
way from a male rider- this is why hands and feet get cold at the slightest temperature
change.)
 women in colder climate will need a more substantial garment and possibly benefit from
electric garments.
 Venting in hotter climate will also be a feature to promote in your stock and sales pitch.

3. Jennifer Robison jrobison@tuckerrocky.com Tucker RockyDistributing
Women'smotivationsandthe unwritten rules
 Women usually don't like to have the same apparel as their riding contemporaries-it’s like going to a
wedding a having the same dress as the mother of the bride
 Stylish women- like the latest styles and have to have it first!
 The Practical woman-Will not want to spend much on themselves they will spend more on their
husbands or kids items
 Plus size women will buy on the spot if you have their size on hand in most cases
 Petite women will also buy on the spot if you have their size, both larger and smaller sized women
find it hard to find garments that fit
 Some women want girly or womanly looking garments-they want people to see them as women
riders
 Some women DO NOT want girly or womanly looking styles of garments-they want riding gear that
looks like a man would wear but is fit for a women's figure!
 Women will want to see as much selection as you can handle so try… to offer more than you have
traditionally.
Women’s styles change eight times faster than men’s so know that what
you had as a top seller two years ago maybe a dead fish now.
 Flattering and well fitting will win you points learn about how your
garments fit and marry the right fit to the customer!
It’s not that difficultto sell to womenunless youhavehad no
experiencein shoppingorworkingwith women.
Focus on
 Paying attention-to their needs/fitments and learning what they are
motivated by(need or want)
 Listen and then ask questions
 Be patient
 Have a mirror close by and accessible! (no bathroom mirrors or small sticker covered ones
 One brand, style or color does not fit all! Keep it balanced with widest assortments variations as
possible
 Understand that it could take you a year and half to really develop a women’s business, stay
focus, don’t through in the towel keep trying and changing up the gear!

4. Jennifer Robison jrobison@tuckerrocky.com Tucker RockyDistributing