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Dr. Katie Lebel, a professor and researcher of gender equity in sports branding and consumer behavior, discusses the lack of data in the women's sports merchandise market and how sports wear firms are missing out on revenue. Dana Brookman, founder of the Canadian girl's baseball league, talks about the challenge of finding suitable uniforms for her teams. The podcast explores the lack of supply and missed opportunities in women's sports merchandise and the importance of providing comfortable and suitable sportswear for girls and women.
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Quick takeaways
- Brands need to better anticipate and cater to the demand for women's sport merchandise, as the scarcity of jerseys after the US Women's National Team won the World Cup highlights a gap between brands and fan interest.
- Providing girls with comfortable, well-fitting, and specifically designed sports uniforms is crucial to enhance their confidence and engagement in sports, as the lack of suitable uniforms has led to a drop in participation rates.
Deep dives
Lack of Availability and Demand for Women's Sport Merchandise
The podcast explores the issue of a mismatch between the availability and demand for women's sport merchandise. Examples are given, such as the scarcity of jerseys after the US Women's National Team won the World Cup. This lack of supply not only results in missed revenue opportunities but also highlights a gap between brands and fan interest. The podcast emphasizes the need for brands to better anticipate and cater to the demand for women's sport merchandise.
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