News Blip: Getting Over "The Shrink & Pink It" Of Women's Outdoor Gear
WIRED Reports On The Mindset Of Senior Vice President of Merchandising At REI Acknowledging Women’s Place In Adventure Sports & Athletics
Women are getting tired of being offered gear not really made for the outdoors or functionality but truly for the appearance aspect. This is called "the shrink it and pink it" trend of the outdoor gear industry. Susan Viscon, REI's Senior Vice President of Merchandising, knew there was a problem with women's outdoor gear long before the industry starting “shrinking and pinking” equipment to fit women. Recreational Equipment, Inc. (REI), is a major outdoor clothing and gear company.
WIRED writer Stephanie Pearson relates in her article: "In May, REI launched its women-focused “Force of Nature” campaign, acknowledging women’s place in adventure sports and athletics." For decades, women’s gear privileged form over function. For example, the “Ladies Top Performance” ski debuted by K2 in the mid-1980s was light and flexible, but offered more in the way of pretty graphics than it did in performance.
Check out the whole article at WIRED right here.
-MRV: The Buzz