November 1, 2007
Packing Pink
Gander Mountain, the outdoor lifestyle retailer, is looking to encourage women to take up firearms with a new line of pink pistols and rifles.
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| TAURUS Millenium Pro 9mm Semi- Auto Pistol |
“Women are a growing segment of the outdoors customer, and we want to be able to offer them the products they want, in the colors they like,” said Gary Buescher, vice president for hunting and firearms at Gander Mountain, in a press release.
The company, with 115 stores in 23 states, said it made the decision to roll out the new exclusive line of firearms following the success of a pink shotgun that was rolled out last year.
“Girls are actively participating in family hunting traditions, but some may want to have a little more fun with it by getting a 20-gauge pink shotgun,” said Mr. Buescher.
Gander Mountain’s line of pink firearms includes a Remington 870 Junior 20-Ga. pink shotgun, a Remington Model 59 22LR with pink laminate stock, a TAURUS Millenium Pro 9mm Semi-Auto Pistol,?a TAURUS Millenium Pro 380 ACP Semi-Auto Pistol and a TAURUS Millenium Pro 32 ACP Semi-Auto Pistol.
Discussion Questions: Has Gander Mountain found a means to bring more females into the firearms category? Have women been found to want more “feminine” versions of products in other product categories such as computers and consumer electronics?
[Author’s Commentary] The following was picked up from a Chaska (Minnesota) Herald blog: “Don’t get me wrong, that pink pistol is adorable and would go great in my pink Kate Spade bag, but I’m not sure the pink shotgun is enough to convince me that freezing my butt off in the middle of the woods for hours on end in the hopes of spotting, shooting and killing Bambi is something I want to do with my November weekends.”
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There’s a market for pink firearms, but Gander Mountain has to manage the inventory closely. Look at the cell phone business. There are pink cell phones, but they aren’t the best sellers, and stores can get stuck with overages if they buy more than 1 or 2 at a time. Of course, Gander Mountain will do best if no one copies them.
While I do agree that women want products that have a more feminine cast to them, I sincerely hope that product designers don’t take that to mean we want everything to be pink. That works great for my daughter, but not for me.
That said, I don’t think this is a trend exclusive to women. I think lots of people are looking for ways to personalize a lot of the things they own–just look at the success of ringtones. Look at the explosion in design options in cell phones.
And I agree with the blogger–you know, just because it’s pink, that doesn’t mean I’m suddenly going to be interested in it. I’m in no way into hunting–I could maybe be tempted into trying bow hunting, but I’ll tell you, the pink bow won’t be what sways me. If you’re looking to grow a market through acquiring new customers, you’re going to need something more compelling than a color change.
Somehow I just can’t imagine women that actually do want more ‘feminine’ products having firearms being high on their list. I can’t imagine a character like Reese Withersoon in “Legally Blond” going out to purchase a firearm, or even gaining interest simply because it had a more feminine wrapper. Although, that character is not typical or even close to the women I know, it still doesn’t seem logical to me that there is a market for this in firearms. Laptops, iPods, PDAs, and other accessories…certainly, but a nine millimeter? Personally, with no offense to those that own them, the right color for a handgun is none at all–period. They have one purpose and one purpose only–to kill people. Gander Mountain can do as they wish, however, I wish they wouldn’t. Advancing this market to anyone is simply something I can’t support. I have no issue with gun rights. I just see this type of motive as irresponsible. And, I can see the resulting impact. All I have to is read today’s headlines in my own town.
I do know that my own daughter does like adding a more personal ‘skin’ to many products making it her own way and does look to make them more feminine and more ‘her own’. These have amounted to special cases, bags, additions to clothing. There are so many more outdoors type activities that they could focus on gaining market share with women other than firearms. It’s disappointing, but it’s their choice. I hope it’s a miserable failure.
Niche.
Give Gander Mountain their due for paying attention to their market. Women are the fastest growing demographic in the shooting sports today. And I suppose there is a segment of consumer group who likes to put an “I am (fill in the blank)” statement into everything they do. I guess guns are no different.
But it seems Gander Mountain may have missed a couple of other opportunities here–or perhaps are engaging in a little bit of guerilla marketing? The La Croix I’m drinking at the moment has a pink ring tab and the can carries a breast cancer message. That seems like a natural for the GM line. And the gay and lesbian shooting organization is known as the “Pink Pistols.”
Other examples of affinity statements include pro sports teams, colleges, clubs, cars, etc. so this really isn’t a new idea. I think the news value here is driven more by the association of femininity and firearms…and I have to admit that’s novel even for someone involved in the shooting sports. When I pack my gear for the duck club this weekend there will be Ducks Unlimited logos galore–but no pink shotguns. On the other hand, my wife isn’t going this trip. And I haven’t looked in HER gun closet lately….
Wow, this is a loaded one (no pun intended!) I’m not sure a pink gun is going to make anyone more or less disposed to becoming an aficionado. But, I suppose it has merit to bring a woman to Gander Mountain vs. the competition and perhaps upsell their purchase. If, that is, pink is their color!
Nikki has it spot-on. There’s a fine line when gearing product design to appeal to women and over generalizing the approach to simply “think pink.” I’m a woman but that doesn’t define me utterly. I don’t have everything in common with all other women just because we’re of the same sex and I really don’t like pink unless it’s for a baby. If you want to snare me for my female needs, the product needs to have feature/benefits, design qualities, pricing and marketing that works together to appeal to me from every angle. But hey, I reward these folks for thinking different!
I would highly recommend that Gander Mountain read the book “Don’t Think Pink” by Lisa Johnson and Andrea Learned; that says it all.
Perhaps a better approach would be “spending more time with loved one” vs. color-code stereotyping.
Just a guess (ahem)….
I hate pink, my 8-year old daughter hates pink, my 12-year old son likes pink. So marketing products that are pink to attract more females is very stereotypical, unless you are trying to attract 5 to 7 year old girls, whose favorite color is pink and they love fairy princesses (doesn’t tie in well to guns).
As a gun manufacturer, assuming that consumers care about the color of their gun prior to shooting whatever they are shooting (is it so that they look cool or feel good about themselves or want their clothes to match their gun prior to pulling the trigger?), they should have a rainbow of colors available to these consumers.
What does “feminization” of products mean, exactly? It shouldn’t just mean you make a pink version (note: I wrote a book called “Don’t Think Pink”). I think more companies that want to reach women need to look at how they define “feminization.” If it only means making it pink or adding superficial accessories, a handful of women/girls may buy in, but no one will take the brand any more seriously in the long run.
Does “masculinization” of a product mean you just make it baby blue? No. So, why do brands approach women in such a way?
There has to be a lot more substance to changing the product for the target market. With a gun for women, that might mean changing a few hard design elements–because a woman’s hand may tend to be smaller and the weight of the gun may need to change as well.
Gander may get a little splash of publicity (like this discussion) and a few more buyers initially, but women who are serious about guns will not stick around just for the color.
In 2002 there were 14,996,406 hunting licenses sold in the US. While this seems like a lot, participation in outdoor sports has been trending downward as the US population is becoming more urbanized. Not only the sporting retailers but state natural resource agencies that depend on the license fees to help maintain the natural environment are concerned. Many state agencies have educational programs to promote and increase hunting and fishing.
With women increasingly stepping into professions in the military and police that require the use of firearms, it would seem natural to also see women having a keen interest in acquiring firearms.
While hunting some game, such as turkeys, requires camouflage–including the bow or shotgun, upland game usually requires the hunter to have on an orange or red hat so a bright colored gun would not be a hindrance.
As for arguments as to the saleability of designer colored guns, the increased numbers are a response to Gander Mountain’s good sales last year.
The real issue with the story is that some people don’t like firearms and their frame of reference is such that they can’t envision why anyone would have such an interest. Hence the story is amusing in a quirky way.
Give me a break…a gun as a fashion accessory? I really don’t think this is what our founding fathers had in mind.
When the first pink pistol is used in a school shooting, by a distraught female student who felt picked upon by the other more popular girls, we will watch with amusement and disgust as the Gander Mountain spokesperson explains how selling a gun as a fashion accessory did not promote murder. This is just plain wrong, and is similar to Chanel introducing a purse that fits around a home arrest ankle bracelet, and helps make it a fashion item. At some point morality should play a role in determining what is right and wrong for the marketplace.
Now that I’ve read through the thread, it’s clear that this is evidently not a trivial topic, despite my impression at “first blush.” I suspect serious gun customers might be more interested in ergonomic design features than fashion colors–so a handguns in sizes to fit feminine hands might be a boon. (It might even make them safer to handle.)
I have one concern about kandy-kolored karbines that I don’t see mentioned above: How are we to distinguish them from toys? Black or metallic guns look dangerous, which makes them effective as deterrents. Toy guns sold in stores today use bright color as a signal that they are not real. A curious child may misjudge a pink pistol with disastrous consequences.
Bottom line: Form follows function. A gun should look scary.
Jodi Foster didn’t use a pink pistol in her new movie… but I’m sure there’s an audience out there for it. At least let’s donate a portion of the proceeds to breast cancer which I now equate with anything merchandised in pink.
Listen folks, Taurus made the pistol. Gander Mountain’s gun buyer gave it a shot and probably bought a half dozen with return privileges in case they don’t sell.
Gander is the retailer.
Taurus is the manufacturer.
Both are experimenting and trying to get some PR buzz out of it and I’m certain other colors are available as well.
They’ll likely sell a few for the novelty of it, but it’s not going to measurably increase market penetration of gun buyers. These items are more likely to be purchased by existing gun owners.
You can bet that Taurus has presented the same to Sportsman’s Warehouse, Cabela’s, Bass Pro and a host of others that likely saw its unveiling at the Shot Show or Outdoor Retailers Show.
If you’re not a rock climber, you’re not going to buy pink rock climbing shoes just because they’re pink.
And if you’re not a shooter, a pink Taurus 9mm is not going to drive you into Gander Mountain to spend hundreds of dollars and subject yourself to the hassle of purchasing a handgun including a rash of paperwork and the several days of waiting that is required by the ATF when purchasing a handgun.
Marketing guns to women is nothing new. And while hunting and other shooting sports (no, not all guns are used for hunting) are typically male dominated, women have been hunting as well as competing with shotguns, rifles and pistols in sports like skeet, trap, biathlon, etc. for generations and as such manufacturers have been making both long guns and handguns sized to fit women, not just in pleasing colors. Yes, pink is a little obvious and not for everyone, but as others have noted, if it gets people talking then it’s doing its job (whether you agree with that job or not).
I’m a woman. A woman who shoots & hunts (and, BTW, that does NOT mean that the ONLY reason to own a firearm is to kill people!! I’ve owned guns for over 30 years and have NEVER KILLED ANYONE!!)
This is not an issue about pro/anti-gun. This is about attempting to customize products or appeal to the female demographic. Whether this product will do so remains to be seen. The Lady Smith (Smith & Wesson) was offered in pink & didn’t make it–although the traditionally colored Lady Smith, downsized to fit a more standard female hand is still selling fairly well. Time will tell whether the pink version of this item will sell well, but kudos to Gander Mountain for attempting to offer a product they feel will appeal to this demographic.
My niece got a hot pink laptop when she began college this year. She LOVES it, and so do her female friends.
And with the breast cancer prevention campaigns all using pink as their color, it’s definitely in vogue for many supporters of the fight for the cure. I’m seeing it in cookware and clothing, and it looks like it’s a winner!
But the shades of pink can vary significantly from a metallic pink (like iPod and Dell) to a hot pink used by some of the “for the Cure” products–very contemporary and assertive versus the pale pink of yesteryears.
Gander Mountain is smart to offer female-friendly items, and those that garner attention for being unexpectedly female-friendly (whether they actually sell or not) will help make a statement for the retailer about its commitment to include and invite women.
Unfortunately, the first thing that popped in my mind when I saw the photo was “this is ripe for product placement in a movie, or TV crime series, or even a “gangsta rap” video. I agree with “scanner”–the reality is that, although it is marketed for outdoor sports, it’s appeal will likely also skew toward a less desirable direction. If Gander Mountain is the only retailer to carry it, the strategy could “backfire.”
If folks can get past the firearms debate and their personal views on guns, I think it’s clear this is a brilliant marketing move by Gander Mountain to raise awareness, and point out graphically and colorfully, that gun ownership today is not limited to the male sex. Gander Mountain has plenty of choices for ladies in other colors but the pink model and the publicity it has brought is what brings attention to the company and its other products.
Wasn’t there similar publicity about a pink Harley-Davidson a few years back? One sees many more women on the front of “Hogs” these days–and most of the bikes aren’t pink.
Note: before this week I had never heard of Gander Mountain. Now they’ve made national news.
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There’s a market for pink firearms, but Gander Mountain has to manage the inventory closely. Look at the cell phone business. There are pink cell phones, but they aren’t the best sellers, and stores can get stuck with overages if they buy more than 1 or 2 at a time. Of course, Gander Mountain will do best if no one copies them.
While I do agree that women want products that have a more feminine cast to them, I sincerely hope that product designers don’t take that to mean we want everything to be pink. That works great for my daughter, but not for me.
That said, I don’t think this is a trend exclusive to women. I think lots of people are looking for ways to personalize a lot of the things they own–just look at the success of ringtones. Look at the explosion in design options in cell phones.
And I agree with the blogger–you know, just because it’s pink, that doesn’t mean I’m suddenly going to be interested in it. I’m in no way into hunting–I could maybe be tempted into trying bow hunting, but I’ll tell you, the pink bow won’t be what sways me. If you’re looking to grow a market through acquiring new customers, you’re going to need something more compelling than a color change.
Somehow I just can’t imagine women that actually do want more ‘feminine’ products having firearms being high on their list. I can’t imagine a character like Reese Withersoon in “Legally Blond” going out to purchase a firearm, or even gaining interest simply because it had a more feminine wrapper. Although, that character is not typical or even close to the women I know, it still doesn’t seem logical to me that there is a market for this in firearms. Laptops, iPods, PDAs, and other accessories…certainly, but a nine millimeter? Personally, with no offense to those that own them, the right color for a handgun is none at all–period. They have one purpose and one purpose only–to kill people. Gander Mountain can do as they wish, however, I wish they wouldn’t. Advancing this market to anyone is simply something I can’t support. I have no issue with gun rights. I just see this type of motive as irresponsible. And, I can see the resulting impact. All I have to is read today’s headlines in my own town.
I do know that my own daughter does like adding a more personal ‘skin’ to many products making it her own way and does look to make them more feminine and more ‘her own’. These have amounted to special cases, bags, additions to clothing. There are so many more outdoors type activities that they could focus on gaining market share with women other than firearms. It’s disappointing, but it’s their choice. I hope it’s a miserable failure.
Niche.
Give Gander Mountain their due for paying attention to their market. Women are the fastest growing demographic in the shooting sports today. And I suppose there is a segment of consumer group who likes to put an “I am (fill in the blank)” statement into everything they do. I guess guns are no different.
But it seems Gander Mountain may have missed a couple of other opportunities here–or perhaps are engaging in a little bit of guerilla marketing? The La Croix I’m drinking at the moment has a pink ring tab and the can carries a breast cancer message. That seems like a natural for the GM line. And the gay and lesbian shooting organization is known as the “Pink Pistols.”
Other examples of affinity statements include pro sports teams, colleges, clubs, cars, etc. so this really isn’t a new idea. I think the news value here is driven more by the association of femininity and firearms…and I have to admit that’s novel even for someone involved in the shooting sports. When I pack my gear for the duck club this weekend there will be Ducks Unlimited logos galore–but no pink shotguns. On the other hand, my wife isn’t going this trip. And I haven’t looked in HER gun closet lately….
Wow, this is a loaded one (no pun intended!) I’m not sure a pink gun is going to make anyone more or less disposed to becoming an aficionado. But, I suppose it has merit to bring a woman to Gander Mountain vs. the competition and perhaps upsell their purchase. If, that is, pink is their color!
Nikki has it spot-on. There’s a fine line when gearing product design to appeal to women and over generalizing the approach to simply “think pink.” I’m a woman but that doesn’t define me utterly. I don’t have everything in common with all other women just because we’re of the same sex and I really don’t like pink unless it’s for a baby. If you want to snare me for my female needs, the product needs to have feature/benefits, design qualities, pricing and marketing that works together to appeal to me from every angle. But hey, I reward these folks for thinking different!
I would highly recommend that Gander Mountain read the book “Don’t Think Pink” by Lisa Johnson and Andrea Learned; that says it all.
Perhaps a better approach would be “spending more time with loved one” vs. color-code stereotyping.
Just a guess (ahem)….
I hate pink, my 8-year old daughter hates pink, my 12-year old son likes pink. So marketing products that are pink to attract more females is very stereotypical, unless you are trying to attract 5 to 7 year old girls, whose favorite color is pink and they love fairy princesses (doesn’t tie in well to guns).
As a gun manufacturer, assuming that consumers care about the color of their gun prior to shooting whatever they are shooting (is it so that they look cool or feel good about themselves or want their clothes to match their gun prior to pulling the trigger?), they should have a rainbow of colors available to these consumers.
What does “feminization” of products mean, exactly? It shouldn’t just mean you make a pink version (note: I wrote a book called “Don’t Think Pink”). I think more companies that want to reach women need to look at how they define “feminization.” If it only means making it pink or adding superficial accessories, a handful of women/girls may buy in, but no one will take the brand any more seriously in the long run.
Does “masculinization” of a product mean you just make it baby blue? No. So, why do brands approach women in such a way?
There has to be a lot more substance to changing the product for the target market. With a gun for women, that might mean changing a few hard design elements–because a woman’s hand may tend to be smaller and the weight of the gun may need to change as well.
Gander may get a little splash of publicity (like this discussion) and a few more buyers initially, but women who are serious about guns will not stick around just for the color.
In 2002 there were 14,996,406 hunting licenses sold in the US. While this seems like a lot, participation in outdoor sports has been trending downward as the US population is becoming more urbanized. Not only the sporting retailers but state natural resource agencies that depend on the license fees to help maintain the natural environment are concerned. Many state agencies have educational programs to promote and increase hunting and fishing.
With women increasingly stepping into professions in the military and police that require the use of firearms, it would seem natural to also see women having a keen interest in acquiring firearms.
While hunting some game, such as turkeys, requires camouflage–including the bow or shotgun, upland game usually requires the hunter to have on an orange or red hat so a bright colored gun would not be a hindrance.
As for arguments as to the saleability of designer colored guns, the increased numbers are a response to Gander Mountain’s good sales last year.
The real issue with the story is that some people don’t like firearms and their frame of reference is such that they can’t envision why anyone would have such an interest. Hence the story is amusing in a quirky way.
Give me a break…a gun as a fashion accessory? I really don’t think this is what our founding fathers had in mind.
When the first pink pistol is used in a school shooting, by a distraught female student who felt picked upon by the other more popular girls, we will watch with amusement and disgust as the Gander Mountain spokesperson explains how selling a gun as a fashion accessory did not promote murder. This is just plain wrong, and is similar to Chanel introducing a purse that fits around a home arrest ankle bracelet, and helps make it a fashion item. At some point morality should play a role in determining what is right and wrong for the marketplace.
Now that I’ve read through the thread, it’s clear that this is evidently not a trivial topic, despite my impression at “first blush.” I suspect serious gun customers might be more interested in ergonomic design features than fashion colors–so a handguns in sizes to fit feminine hands might be a boon. (It might even make them safer to handle.)
I have one concern about kandy-kolored karbines that I don’t see mentioned above: How are we to distinguish them from toys? Black or metallic guns look dangerous, which makes them effective as deterrents. Toy guns sold in stores today use bright color as a signal that they are not real. A curious child may misjudge a pink pistol with disastrous consequences.
Bottom line: Form follows function. A gun should look scary.
Jodi Foster didn’t use a pink pistol in her new movie… but I’m sure there’s an audience out there for it. At least let’s donate a portion of the proceeds to breast cancer which I now equate with anything merchandised in pink.
Listen folks, Taurus made the pistol. Gander Mountain’s gun buyer gave it a shot and probably bought a half dozen with return privileges in case they don’t sell.
Gander is the retailer.
Taurus is the manufacturer.
Both are experimenting and trying to get some PR buzz out of it and I’m certain other colors are available as well.
They’ll likely sell a few for the novelty of it, but it’s not going to measurably increase market penetration of gun buyers. These items are more likely to be purchased by existing gun owners.
You can bet that Taurus has presented the same to Sportsman’s Warehouse, Cabela’s, Bass Pro and a host of others that likely saw its unveiling at the Shot Show or Outdoor Retailers Show.
If you’re not a rock climber, you’re not going to buy pink rock climbing shoes just because they’re pink.
And if you’re not a shooter, a pink Taurus 9mm is not going to drive you into Gander Mountain to spend hundreds of dollars and subject yourself to the hassle of purchasing a handgun including a rash of paperwork and the several days of waiting that is required by the ATF when purchasing a handgun.
Marketing guns to women is nothing new. And while hunting and other shooting sports (no, not all guns are used for hunting) are typically male dominated, women have been hunting as well as competing with shotguns, rifles and pistols in sports like skeet, trap, biathlon, etc. for generations and as such manufacturers have been making both long guns and handguns sized to fit women, not just in pleasing colors. Yes, pink is a little obvious and not for everyone, but as others have noted, if it gets people talking then it’s doing its job (whether you agree with that job or not).
I’m a woman. A woman who shoots & hunts (and, BTW, that does NOT mean that the ONLY reason to own a firearm is to kill people!! I’ve owned guns for over 30 years and have NEVER KILLED ANYONE!!)
This is not an issue about pro/anti-gun. This is about attempting to customize products or appeal to the female demographic. Whether this product will do so remains to be seen. The Lady Smith (Smith & Wesson) was offered in pink & didn’t make it–although the traditionally colored Lady Smith, downsized to fit a more standard female hand is still selling fairly well. Time will tell whether the pink version of this item will sell well, but kudos to Gander Mountain for attempting to offer a product they feel will appeal to this demographic.
My niece got a hot pink laptop when she began college this year. She LOVES it, and so do her female friends.
And with the breast cancer prevention campaigns all using pink as their color, it’s definitely in vogue for many supporters of the fight for the cure. I’m seeing it in cookware and clothing, and it looks like it’s a winner!
But the shades of pink can vary significantly from a metallic pink (like iPod and Dell) to a hot pink used by some of the “for the Cure” products–very contemporary and assertive versus the pale pink of yesteryears.
Gander Mountain is smart to offer female-friendly items, and those that garner attention for being unexpectedly female-friendly (whether they actually sell or not) will help make a statement for the retailer about its commitment to include and invite women.
Unfortunately, the first thing that popped in my mind when I saw the photo was “this is ripe for product placement in a movie, or TV crime series, or even a “gangsta rap” video. I agree with “scanner”–the reality is that, although it is marketed for outdoor sports, it’s appeal will likely also skew toward a less desirable direction. If Gander Mountain is the only retailer to carry it, the strategy could “backfire.”
If folks can get past the firearms debate and their personal views on guns, I think it’s clear this is a brilliant marketing move by Gander Mountain to raise awareness, and point out graphically and colorfully, that gun ownership today is not limited to the male sex. Gander Mountain has plenty of choices for ladies in other colors but the pink model and the publicity it has brought is what brings attention to the company and its other products.
Wasn’t there similar publicity about a pink Harley-Davidson a few years back? One sees many more women on the front of “Hogs” these days–and most of the bikes aren’t pink.
Note: before this week I had never heard of Gander Mountain. Now they’ve made national news.