Empowering girls and women, especially millennials, is about equality and the opportunity to shine. Trend Hunter VP of Research Strategy Armida Ascano shares her favorite examples of feminizing rugged, from girly mountain missions to all-female football pubs and girls-only archery sets.
Branding interested in empowering girls with their products and marketing should focus on seeking authenticity with a transparent form of empowerment, offerings that truly challenge young women and advertising in a way that severs the tie between now and then.
Many brands are doing this well. Makeup company Benefit created a football-themed bar for only women, where as the Nerf Rebelle line tells girls they can be different and deviate from the norm. A video of a longboarding skate crew showcases teenage girls looking for extreme routes and having a lot of fun doing it.
Feminizing Rugged
Armida Ascano Discusses Brands Empowering Girls of the Millennial Generation
Trend Themes
1. Authentic Empowerment - Brands should seek authenticity with a transparent form of empowerment to appeal to millennial women.
2. Gendered Marketing - Creating offerings and advertising specifically for girls and women can disrupt traditional gender norms in the outdoor and sports industries.
3. Adventure for All - Incorporating feminine elements into traditionally rugged activities can attract a wider audience of young women to outdoor and adventure experiences.
Industry Implications
1. Sporting Goods - The sporting goods industry can disrupt traditional gender norms through gender-specific product offerings and marketing.
2. Outdoor Recreation - Outdoor recreation companies can appeal to a wider range of young women by incorporating feminine elements into traditionally rugged activities.
3. Beauty and Cosmetic - Beauty and cosmetic companies can create gender-specific campaigns that break down traditional gender norms and encourage young women to engage in traditionally male-dominated activities.