The Best Hand in the Business
Shanna Howell- Royal Flush Sales
January 13, 2011
Okay people, it’s 2011! Women have a right to vote, they run large mega-companies, and today, more than 25% ride a motorcycle! What this means to you…..? Well if you are one of the smart retailers or manufacturer’s of motorcycle related gear and apparel, you are already aware of the stats, and you have been positioning yourself. Since women make up 25% of the riders, you are probably devoting at least 25% of your store space to ladies apparel and related items, correct?
The truth is the majority of you are going to be left behind. You will scramble to gain this segment of the market, but you will be too late. Only those who have begun to embrace and have plans to expand and promote product aimed at women will remain standing in the years to come. My hat is off to Harley-Davidson dealers for including women’s apparel and accessories in their outlets for years. HD figured out that women,whether they owned or rode as passenger on a motorcycle, were eager to purchase product for themselves. They also secured a big piece of the seasonal and holiday purchases by hiring female staff to assist both male, and female shoppers with gift ideas for women. I know many men who visit the Harley shops several times a year to purchase clothing and accessories for their ladies at Christmas, Valentines, and for special occasions (anniversaries, and birthdays).
In the last month, Paris Hilton announced that she was going to have her own racing team. If you don’t think this will open the door to motorcycle participation among women, you would be totally mistaken. Paris is big in the fashion world, and among younger females. This is exactly what the motorcycle industry needs. For several years now, Harley-Davidson, and other motorcycle manufactures have been trying to get younger people involved in motorcycles. The demographic for motorcycle riders is currently trending towards older riders. The industry needs new, younger riders in order to maintain and grow business into the future. Paris Hilton’s involvement in the industry will have a huge impact on retail sales. I am sure she will soon have her own brand of riding gear and apparel. In fact, I wouldn’t be surprised if it’s already in the works.
There are some awesome ladies apparel and accessory companies out there, but you would be hard pressed to find them in your local dealer’s store. While some major men’s motorcycle apparel and accessory dealers are offering ladies wear, most have taken men’s style jackets and cut them to fit a lady. The fit is typically bulky or cut too short for a woman’s taste and requirements. Arlene Battishill, of GoGo Gear does a great job tackling the fit and style for women. Joan Krenning of Design Wraps, and Denise Maple of VaVaVroom are other examples of women who are involved “hands on” in the design and manufacturing of women’s apparel and accessories. Watching these companies, you will see where ladies motorcycle related products are trending.
Women are tired of wearing clothing and accessories that were designed by men, for men and then altered to fit a woman. Some of them want to look like a lady when they ride. Other’s want to feel comfortable in what they are wearing, or want to wear something that says “hey, look at me! I’m a woman, and I ride!”
So the lesson here for dealers and retailers of motorcycle apparel and accessories is to make room for the ladies! Do not underestimate the power of women in the motorcycle industry. They are coming whether you like it or not!
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Posted on: Thursday, January 13th, 2011 at 2:42 pm
Posted in: Best Practices for Business, Motorcycles & Scooters, Uncategorized
Tags: Arlene Batishill, fashion, Female Ride Day, GoGo Gear, Ladies motorcycle apparel, Paris Hilton Motorcycle team, Sales tips, women motorcycle industry, women motorcycle riders, womens apparel