|| Print ||
|Articles - February 2013|
|Monday, January 28, 2013|
BY LINDA BAKER
In 1972 Congress passed landmark Title IX legislation banning gender discrimination in public schools, be it academic or athletic. But according to Diana Marsden, a former broadcasting marketing manager in Durham, gender discrimination in sports still exists, at least in the year-round athletic apparel market for girls. Retailers “aren’t paying much attention to girls,” Marsden says. “It’s usually about boys, for boys.”
To even the playing field, in 2008 Marsden opened Aries Apparel, a Hillsboro-based brick-and-mortar and pop-up retailer targeting young female athletes. Her research appears to be paying off. In 2012, Aries grossed about $1 million. Last year, Marsden opened a second retail location in Clackamas Town Center, and she is exploring the possibility of opening a third store in Seattle.
During tournament season, Marsden says, girls who visit the store from out of town inevitably lament, “‘We really need a place like this in Bellingham; we need one in Boise.’”
Although Title IX became law 40 years ago, the effects are still playing out in the marketplace, says Marsden, adding that her customer base consists of girls whose moms were the first generation of girls to play Title IX sports. “I didn’t have that luxury,” says Marsden, who is 54.
The rise of club sports, which allow kids to play the same sport 12 months a year, is also driving business. In Portland, a mecca for athletic apparel retailers, there are other places to buy select girls’ athletic gear, Marsden says. “But no one is selling it in a concentrated place, and no one is selling it year-round.”
To help grow the business, Marsden follows a simple marketing strategy: Go where the girls are — on the court, in the pool, in the gym. About 20% of revenue comes from pop-up stores, which means her 14 employees help set up shop at about 100 sporting events a year. “We take our product out to soccer, volleyball games, cheer competitions, all in an effort to make girls aware of the store, and then to serve them where they are,” says Marsden.
Volleyball and general workout wear are Aries’ biggest sellers; the store also sells apparel for adult women. But in a store built around gender equality, Aries doesn’t leave the male sex out altogether. Men are Aries’ “tertiary demographic” for marketing dollars, says Marsden. “We love dads,” she says. “They want their daughters being active in sports.”
Monday, July 14, 2014
BY VIVIAN MCINERNY | OB BLOGGER
Some people think Amazon’s winking eye logo is starting to look like a hoodwink.
Thursday, June 26, 2014
Monday, June 16, 2014
The Oregon economy could get a boost from a new trade agreement being negotiated between the U.S. and the European Union.
Thursday, June 05, 2014
BY HANNAH WALLACE | OB BLOGGER
What does it take to launch and run one of these mobile food businesses?
Tuesday, July 01, 2014
BY HANNAH WALLACE | OB BLOGGER
Demand for organic food continues to soar: Last year, sales of organic food rose to $32.3 billion — up 10% from 2012. In Oregon, organic produce wholesaler Organically Grown Co. has been championing organic growing methods for four decades.
Thursday, June 19, 2014
BY MONICA ENAND | GUEST CONTRIBUTOR
Nine tips for building habits among employees to respond when needed.
Friday, July 18, 2014
BY JASON NORRIS | OB GUEST CONTRIBUTOR
Back in May, we shared a common Wall Street quote about investing, “Sell in May and go away.” Fast forward to July and the most common question we have been getting from clients is, “When is the market pullback going to occur?”
|The Private 150: Bigger But Leaner|
|The Perfect Food|
|Taxis Uber Alles?|
|Powerlist: Staffing Firms|
|Zillow to acquire Trulia for $3.5B|
|Dollar Tree to buy Family Dollar|
|Facebook revenue surges 61%|
|Walmart unexpectedly fires CEO|
|GM profit declines 80%|
|Study: Dogs can feel jealousy|
|Boeing profit surges 52%|
Vigilant enters a New Year with a new president.
How George Fox has become one of Oregon's largest private universities.
Forest Grove sees growth in the burgeoning food and beverage scene.
Lane Powell Shareholder Susan K. Eggum has been elected as vice chair of programs and projects for the International Association of Defense Counsel’s (IADC’s) Employment Law Committee.
Geffen Mesher is saddened to announce the passing of long-time shareholder, Tom “Mike” Anderson, who died on July 10, 2014, from liver disease diagnosed after recent heart surgery. He was 55 years old.
Fifteen Lane Powell attorneys have been named 2014 “Oregon Super Lawyers,” and another five attorneys have been named as “Oregon Rising Stars” by Super Lawyers magazine.