Here are a couple things Claire Maguire, national brand manager for apparel company Fieldsheer, says are absolute musts in your dealership:
• Size right. Even if you only have one women’s apparel line, make sure it has a full range of sizes, not just XS-L. The average American woman is 5-foot-4, weighs 140 pounds and wears a size 14. The twist: Size 14 is the beginning size in which “plus-sized” clothing begins. That means you need clothing that extends through at least XL if not up to XXL. Keep in mind that one-third of all American women wear a size 16 or larger.
• Special order. If you don’t have a correct size, don’t put a female rider into any man’s apparel, even if the size fits. Male clothing is not tailored to a woman’s body. It’s only going to leave the female rider uncomfortable and unhappy. It’s better to special order a piece of clothing than send them out the door in a jacket that’s just OK. Ask your sales representatives for sizing charts, so you and the female rider know what they should fit into.
For more on the essentials of women’s clothing, look for an upcoming issue of Powersports Business.