"Shrink it and pink it" gets slaughtered by the Femme Den


	"Shrink it and pink it" gets slaughtered by the Femme Den

Lexica

9-30-2009 4:55 PM

110 views

tags:

women, sexism, marketing, assumptions, stereotypes

Lexica says:

Fed up with cutesy pink "do-it-herself" tool sets and the like? Might be time to check out the Femme Den.

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/884db53f-ec66-47a0-8fc1-7a113d5f5aff/A85637C6-3B6C-46B9-A628-FA31E74CE7DE/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://jezebel.com/5368227/shrink-it-and-pink-it-gets-slaughtered-by-the-femme-den" href="http://jezebel.com/5368227/shrink-it-and-pink-it-gets-slaughtered-by-the-femme-den" style="font-size: 11px;">jezebel.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://jezebel.com/5368227/shrink-it-and-pink-it-gets-slaughtered-by-the-femme-den"><P><A href="http://cache.gawker.com/assets/images/jezebel/2009/09/MoD-121-FemmDen1.jpg" rel="lytebox"><IMG width="500" class="left image500" src="http://cache.gawker.com/assets/images/39/2009/09/500x_MoD-121-FemmDen1.jpg" /></A>The Femme Den, a female focused offshoot of Smart Design, aims to <A href="http://www.fastcompany.com/magazine/139/separate-and-equal-femme-den.html?page=0%2C0">change how products are sold to women</A> by using a rarely deployed strategy: <EM>research</EM>.</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://jezebel.com/5368227/shrink-it-and-pink-it-gets-slaughtered-by-the-femme-den">For some strange reason, companies spend tens of thousands of dollars on market research, only to ignore the data in favor of their own long held assumptions about a market. No where is this more evident than in products marketed to women, where you often find that marketers tend to look at women and think pink, feminine, and silly. <A href="http://jezebel.com/tag/sarah-haskins/">Sarah Haskins</A> has made a career out of lampooning these ideas; the Femme Den, featured in <EM><A href="http://jezebel.com/tag/fast-company/" title="Click here to read more posts tagged FAST COMPANY" class="autolink">Fast Company</A></EM>'s Masters of Design issue, have dedicated their careers to stopping the madness. Consisting of members Whitney Hopkins, Agnete Enga, Erica Eden, and Yvonne Lin, the Den writes white papers, presents data, and points out where <A href="http://www.fastcompany.com/magazine/139/separate-and-equal-femme-den.html?page=0%2C0">stereotypes superseded common sense</A></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://jezebel.com/5368227/shrink-it-and-pink-it-gets-slaughtered-by-the-femme-den"><P>In the sidebar, "Design in Action," the Femme Den demonstrates how these assumptions could <A href="http://www.fastcompany.com/magazine/139/design-in-action.html">literally become quite dangerous</A>:</P></blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/A85637C6-3B6C-46B9-A628-FA31E74CE7DE/blog/" title="blog or email this clip"><img src="http://content9.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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