How not to try to sell cycling clothing to women – and three companies who get it right

So, on Sunday I mentioned the Assos ad that was featured in Fatcyclist’s blog – the one where the woman’s on her knees in spray-on, wet-look trousers and stilettos, and they admit, in the advert, that the jersey has been designed for men to look at rather than for women to cycle in….  and although I promised myself I was leaving the marketing posts to Dan from now on, I wondered if maybe we were being mean about Assos, and decided not to judge them on the strength of one advert alone.  Guess what?  It actually gets worse!

Firstly, rocking up on their front page and flicking through their slideshow, there’s a weird thing where all the photos of products for men are illustrated with photos of men riding bikes…..  and those for women with models standing or kneeling around with porn faces.  So far, so bad.  But how, I wondered, would they show off the actual clothing?  Why, like this!

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