{"id":3958,"date":"2021-06-02T12:37:44","date_gmt":"2021-06-02T10:37:44","guid":{"rendered":"https:\/\/sport2000.wp.factory.blim-dev.com\/blog\/2024\/07\/how-sports-retailers-can-win-womens-hearts\/"},"modified":"2024-07-09T09:30:56","modified_gmt":"2024-07-09T07:30:56","slug":"how-sports-retailers-can-win-womens-hearts","status":"publish","type":"post","link":"https:\/\/www.sport2000international.com\/fr\/blog\/2021\/06\/how-sports-retailers-can-win-womens-hearts\/","title":{"rendered":"How sports retailers can win women\u2019s hearts"},"content":{"rendered":"

Women have not featured prominently in sport for all that long. It is only since the 1970s that they have gradually come to conquer a wide variety of sports. Today, women have gained recognition in many sports, but there is still a lot of catching up to do, especially in the sports retail segment. Sports brands are no longer reaching today\u2019s sporty women with \u201cshrink and pink\u201d alone. Senior Category Manager for Outdoor & Winter Sports\/Textiles Verena Schledorn<\/a> knows all about the developments shaping the sports and women\u2019s sector, what women really expect from sports retailers and the products that brands are responding with to the new-found self-confidence of sporty women. <\/strong><\/h3>\n

 <\/p>\n

Women have only recently conquered the world of sport <\/strong><\/h3>\n

Professional athletes such as Serena Williams and Lindsey Vonn are celebrated worldwide for their sporting achievements and are role models for many young women. The fact that women now hold their own in (almost) every sport today is nothing new. But it wasn\u2019t so long ago that women were not even a part of the sports world. Of course, they wanted to be, but they were simply not allowed to attend many sporting events.<\/p>\n

\"Kathrine

Kathrine Switzer, Boston Marathon 1967<\/p><\/div>\n

Breaking a taboo and facing the consequences<\/strong><\/h3>\n

One woman who dared to be different was the American Kathrine Switzer. In 1967, she quietly registered for the Boston Marathon using only her initials and took her place on the starting line in disguise, breaking a long-held taboo. What was that taboo, you might ask? She simply ignored the fact that the Boston Marathon only allowed male participants. Unfortunately, it only took two miles to expose her as a woman. And although the race director wanted to stop her from participating, Kathrine Switzer still managed to be the first woman to finish a marathon \u2013 with support from her male companions. Her finishing time: 4:20. Today\u2019s women\u2019s world record is a good two hours quicker and female participants no longer need their male companions\u2019 assistance. Kathrine Switzer\u2019s participation in that marathon, however, laid an important foundation for women\u2019s acceptance in sport, with her run causing outrage at the time.<\/p>\n

Well-being, endorphins and adrenaline<\/strong><\/h3>\n

Today, sport is a natural aspect of life for many women. They take part in any number of sports at different performance levels. What has changed above all in recent years is their reason for taking part. \u201cWomen no longer run, walk, do yoga, group fitness and swimming simply to lose weight, as used to be the case. For today\u2019s women, it is about well-being and stress relief, but also endorphins and adrenaline. Sport is part of their lifestyle. It\u2019s no longer just about getting to size zero, but gaining a powerful, vital body,\u201d <\/em>says Verena Schledorn, Senior Category Manager for Outdoor & Winter Sports\/Textiles at SPORT 2000 International.<\/p>\n

Products for women in sports retail have been neglected for far too long<\/strong><\/h3>\n

In contrast to men, women also shop more frequently for sporting goods and sports fashion and place more value on a contemporary look. This makes them an interesting target group for sports retailers. Although offers tailored towards the women\u2019s target group are becoming broader and more diverse, there is still a lot of room for improvement. \u201cIn the outdoor sector in particular, women\u2019s specific needs were not taken into account for a very long time,\u201d<\/em> notes Schledorn, adding: \u201cFortunately, the female perspective is having an increasing influence on product design in many areas.\u201d<\/em> The fit of the clothing plays an important role here. Women\u2019s bodies come in different shapes and sizes. Nevertheless, shops usually only a carry a standard selection. Brands such as Athleta from the USA are pioneers here, tailoring the fit and look specifically to women and offering an extremely wide range.<\/p>\n

Women have very particular life situations <\/strong><\/h3>\n

If sports brands want to continue to be successful, Schledorn is convinced that the fit and the range of products for particular life situations must be more closely aligned to women: \u201cWhen pregnant women want to do sport, for example, they usually have to resort to relax wear. The fact that the VELOINE brand\u2019s Pregnancy Cycling Pants is the winner of the ISPO<\/a> Brand new 2021 Award is no coincidence.\u201d <\/em>In this context, she also points out that the principle of \u201cshrink it and pink it\u201d \u2013 in other words, simply offering sports articles in smaller sizes and \u201cfeminine\u201d colours \u2013 has long since ceased to be adequate. \u201cWhat is needed here is a total focus on women\u2019s requirements<\/a>,\u201d<\/em> says Schledorn. Schledorn also sees an important step for sports brands in terms of female reinforcement and filling decision-making and management positions: \u201cI think it is very important to have women playing a more active role in the decision-making<\/a> process, as they know the needs of the women\u2019s target group best from their own experience.\u201d<\/em><\/p>\n

How brands and sports retailers are capturing the women\u2019s sector<\/strong><\/h3>\n

Some brands and companies have already recognised the potential of women athletes and have taken steps in the right direction. For example, the well-known outdoor brands The North Face and Vaude are very committed to the issue of women in sport, offering more playful brands like Kari Traa also driving change. \u201cIt is particularly important with the women\u2019s target group to create an emotional connection to the shop. Because women actually shop where they feel good,\u201d <\/em>says Schledorn, continuing to stress that global brands like Lululemon have long offered yoga and fitness classes and workout sessions to strengthen the connection between the shop and the customer.<\/p>\n

\"Fitness

Fitness-Influencers: Kayla Itsines, Pamela Reif, Sophia Thiel<\/p><\/div>\n

Sports promotion for women is succeeding by using role models<\/strong><\/h3>\n

A marketing<\/a> rethink is also needed to reach women in the future. It is difficult to inspire women using established models that are quite successful with men, such as perimeter advertising in football stadiums. A woman wants brands to meet her precisely where she spends time so she can connect with the brand as effectively as possible. According to Schledorn, celebrities and influencers currently play a major role here. They integrate sport as part of their lifestyle and inspire many women around the world. Kayla Itsines, Pamela Reif or Sophia Thiel, for example, are particularly successful influencers here. They all have sporting pedigree and live sport as part of their daily lives. It is their authenticity that makes them so successful.<\/p>\n

Specialist sports retailers can appeal to women with targeted consultation and an environment tailored to women\u2019s needs, such as women-friendly changing facilities or departments separated by gender.<\/p>\n

Photo credits: Andrea Piacquadio\/Pexels.com<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Women have not featured prominently in sport for all that long. It is only since the 1970s that they have gradually come to conquer a wide variety of sports. Today, women have gained recognition in many sports, but there is still a lot of catching up to do, especially in the sports retail segment. Sports […]<\/p>\n","protected":false},"author":1,"featured_media":3300,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[100,122,99,101,86,102,123],"tags":[],"class_list":["post-3958","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-industry-fr-2","category-equality-fr","category-fitness-fr","category-marketing-fr","category-non-classifiee","category-trend-fr-2","category-women-fr"],"acf":[],"yoast_head":"\nHow sports retailers can win women\u2019s hearts<\/title>\n<meta name=\"description\" content=\"In order to reach the target group of women in sports retail more actively, products have to be designed to align closer to the needs of women.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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