Ski Press World Inc. - Index

Ski Press World Inc. - SIA Day 2 - Index

the word
The women’s sports market continues to grow. Colorado seems to have a monopoly on women-specifi c sports stores.
Two Rocky Mountain retailers share their secrets on how to be successful in selling to the female market.
Kim Walker is the owner and co-founder of Outdoor Divas in Boulder, Colorado, one
of the fi rst stores in the country dedicated to selling women’s outdoor gear. Kim
weighs in on the genesis of her store, how to market to women and her thoughts on
the women’s sports industry.
SnowPress: What showed you that an all-woman sports store would work?
Kim Walker: Our intent for opening a store dedicated to active women was to provide
a place where women could actually have several choices while shopping for gear and
apparel. We sell fun and want to be sure as many women as possible realize that being on
the correct equipment will allow them to have more fun.
SP: You’ve told me a bit about how you researched other successful clothing stores. Could
you elaborate on that?
KW: During our initial research we looked at stores outside of the outdoor and ski industry
to ensure we created a model where women felt comfortable shopping. One example I
refer to quite frequently is our fi tting rooms — we designed them so they are large enough
to accommodate strollers for mothers shopping with children.
SP: What’s the big picture on how retailers should merchandise to women?
KW: Retailers should focus on grouping their women’s collections together and creating an
environment where their customers feel comfortable. That comfort will be a combination
of product, merchandise and service.
SP: How much time do you spend on marketing and what does it entail?
KW: We spend roughly 4% of our sales on marketing. For us that is a combination of
print advertising, email campaigns, in-store presentations and a grassroots campaign. Our
grassroots campaign includes ski demos for women’s programs, presence at different local
events and races, and sponsoring local women’s groups and organizations.
SP: Do you think that the women’s market will stay strong?
KW: I do believe the women’s market will remain strong. When we opened we met with
a lot of resistance to our concept. Since then manufacturers have recognized the power of
women as shoppers and the women’s segment of both the ski and outdoor industries has
capitalized on that shopping power and seen growth in that segment. We’ve also seen a
number of other women-specifi c retailers open in various regions in the country and take
that as a sign that women enjoy the concept. As more gear is designed specifi cally for
women, I believe they will continue to see the benefi ts it affords them and subsequently
demand more women-specifi c designs.
Kim Walker, Outdoor Divas
42 SNOWPRESS DAY 2 skipressworld.com/snowpress
Last year Aspen Skiing Company opened a women’s-only store called D & E Women,
which caters to the young, aggressive, athletic demographic. Pia Halloran, head
buyer\merchandiser and Carmen Barber, director of sales and marketing for D & E
Women, comment on Aspen retail, merchandising to female shoppers and why
Colorado is a progressive place for women.
SnowPress: Why did the Ski Co decide to open a women’s-only store?
Pia Halloran: We’ve seen a growing trend within the women’s action sports segment and
felt it was the right time and place to dedicate a shop to active women. We felt that if we’d
give women their own space it should increase the sales, plus we were able to add brands
and bring in more diverse product than in the past.
SP: What do you do with color and design to attract female buyers?
PH: Our color scheme in the store is very warm, the dark brown wood fl oors, deep red
and pink colors on the walls and fi xtures have created a very cozy feel. We also believe our
customers feel more comfortable in the dressing room if the lighting is slightly dimmer.
SP: Do you combine sportswear with ski/snowboard clothing and if so, does that help
sell to women?
PH: Yes, we do. Most women living in or visiting the Aspen/Snowmass area have an interest
in skiing and snowboarding and want to look great while on the hill. Our area also has a
very active nightlife, so it’s only natural for us to supply the customer with products that can
take them from the hill to the après-ski bars and into the night for dining and clubbing.
SP: Does Colorado and the Rockies strike you as a progressive place for women and for
the sales of women-specifi c gear and apparel?
Carmen Barber: Yes, because of the endless amount of sports available to women in the
area. The active lifestyle women lead here makes Colorado and the Rockies a place where
they are able to push their limits and progress. In turn, each sport offers a massive selection
of specifi c gear and apparel targeting women of all ages and abilities. We try to pinpoint
the customer’s needs by asking a lot of questions and making sure they get what they
need, rather than just making another sale. — INTERVIEWS BY KRISTA CRABTREE
VOLVO — OFFICIAL CAR OF
Carmen Barber and
Pia Holloran,
D & E Women