Today, I read an article about how many brands, specifically Under Armour in this article, have moved from only focusing on the male consumer market, to a shift towards the female consumer market. Under Armour has been a brand that has made its name in football equipment. It talks about how for a very long time, the market was very male-dominated, but the shift is due to the changing role for females in the average family. Women make up 45% of the NFL's fan base and women tend to do the shopping for their less inclined male partner. Therefore this is a very large customer base for the category of brand.
I think this can be a huge opportunity that hasn't necessarily been tapped yet. With many women's rights movements picking up even more power in today's society, they are gaining even more power and control in the household. Therefore, they have more opportunities than ever to get into the market, a market that is bigger than ever and still growing.
http://www.marketingpower.com/ResourceLibrary/MarketingNews/Pages/2013/2-13/gender-bran-identities-under-armour-female-consumer-demographic-adrienne-lofton-shaw.aspx
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