Women’s sled fashion evolves – September 4, 2006

For decades, the bibs drop seat was the lone concession to women’s snowmobile clothing. Other than that decidedly unfashionable device, women were all but ignored, left to purchase men’s small sizes or cut-down garments repackaged for women. Color choices also were lacking. Besides the traditional factory shades, women usually had limited options: black and, well, black.
But those days are gone as sled manufacturers and aftermarket companies increasingly cater to females. “In the past four years or so, the clothing in the industry has gotten a lot better,” said Peggy Jones-Matz, accessories specialist for Century Power Sports and Equipment in Stillwater, Minn. “Companies are tailoring their designs more toward women.”
The new direction breaks long-established habits in the snowmobile garment business. “Before, we’d take men’s patterns, downsize them and call them women’s,” Arctiva Brand Manager Don Jensen said. “I found out long ago that doesn’t work. Women are shaped differently and have different needs.”
“Women have shorter arms and are hippier,” added Laura Birch, apparels and accessories manager at Recreational Leisure in Farmington, Mich. “Now, companies are addressing sizes and colors that females like.”
The reason for the change is primarily twofold. First, according to International Snowmobile Manufacturers Association President Ed Klim, women made up just 5-6 percent of all snowmobilers in 1995. Today, that number is nearly 30 percent, as women get more involved across-the-board in powersports and outdoors activities. And with that burgeoning growth comes more interest in new styles.
“Women started demanding better fit and more clothing colors,” said Castle Sales’ Creative Director Tim Lippert. “We were hearing it at snowmobile shows a lot, and you could see it happening in other sports.”
Fashion, Fit and Function
It’s not news that women tend to get cold before their male counterparts, and ill-fitting jackets, gloves and boots certainly contribute to that. “Most people get cold from their own perspiration,” Birch said. “And when the women and children are cold, you might as well go home.”
While cold hands aren’t the problem they once were thanks to heated grips on today’s machines, gloves designed for women provide a snugger feel and better performance. Perhaps more importantly, undergarments, jackets and pants aimed at females help hold heat. “If you dress correctly, snowmobiling is a much more enjoyable experience,” Lippert said. “So the proper cut in the shoulders, waist and hips is crucial.”
Of course, the needs of the fairer sex go beyond a good fit. “I’ve been riding more than 20 years, and we used to have no choice — you wore men’s bibs and jackets,” began Marilyn Helgeland, Arctic Cat’s Arcticwear and accessories marketing coordinator. “But we want to look good, too. I’ve been mistaken for a guy on the trails too many times.
“Guys try bibs on and think, ‘Great, they’re black and they fit,’” she continued. “Women try pants on and wonder, ‘How does my butt look?’ Sex appeal and looking cool matters.”
Arctic Cat, Arctiva and Castle all have found success with their clothing lines for women. “Four years ago, we had one pant available and we ran out,” said Helgeland. “We run out of a lot of women’s stuff, but we’re learning.”
Castle is responsible for their own garments, so the company had to start from square one with its women’s gear. Lippert is quick to say that the start-up costs have been well worth it. “We approached it cautiously, but the response was fantastic. It surprised us,” he said. “It kind of blew up last year, so we’ve expanded for this season. We’ve doubled what we’re providing, and we expect sales to follow.”
The story is similar at Arctiva. “We started with pink and blue color options and it’s going great,” Jensen said. “Sales blew our expectations out of the water — we ran out twice, and the only problem is that it was so hard to get product. This year, we’ll have five color choices and we’ve ramped up production to meet all the demand. We’re having a lot of fun with it.”
Nice price
Like most PG&A, women’s clothing is a potential money-maker for dealers. While sledders have sometimes been known as a frugal bunch, reports are that consumers are willing to spend money on the new fashions.
“Dealers should recognize that we don’t snowmobile naked,” Arctiva’s Jensen said, laughing. “The margins on these items are so good — or can be. They’re usually much better margins than actual snowmobile unit sales.”
Birch agreed. “We’ve been really pleased with the options and more companies are following their lead, which is the surest sign it’s working,” she said. “And you can make up to 45-50 percent on the women’s clothes if you follow the programs.”
The best way to move the new merchandise? Everyone interviewed recommended having women work in the clothing or parts department at dealerships.
“I don’t mean to sound sexist, but guys just don’t have their finger on the pulse of what women want,” said Jones-Matz. “Sometimes men aren’t comfortable getting away from the parts counter, but you have to approach women in the store to find out what they want. You can’t let them wander around like cattle.”
“You’ve got to stock it,” added Helgeland. “Have an employee show customers how the outfits go together instead of just doing the hang-and-hope.”
Other suggestions include hosting fashion shoots in dealerships and at snowmobile shows, having open houses geared toward women, putting the clothes on mannequins, and including the items on Web sites and in brochures.
As for the drop seat, some manufacturers still provide them, but Castle Sales isn’t one of them. “We found they were getting wet from not very nice places,” Lippert delicately explained.
And wet from not very nice places neither looks good nor keeps one warm on the trails. psb