Gender stereotyping in marketing - is there a place for it anymore?

[Paul]

Hi Folks.

Recently I was shopping for a new sewing machine. I did research, visited my helpful local sewing store (the owner is AWESOME) and looked at websites.

I happened upon brochures for a range of machines with "Ideal for the beginner or the most advanced seamstress" I felt offended, excluded and precluded from buying that machine (it was rather nice). I decided not to buy from that company because of this nuance in their marketing that caused offence. The reason I felt offended was that they obviously think that it's either only women who sew or they are trying to hit a target market. In both cases there is no need to use gender based wording.

Here's my discussion point; I believe that the wording is a reflection of the way the company is thinking and they could be a leader in making it OK for men to take up the hobby of sewing/embroidery. With the right campaign they could shape society.

I spoke up and e-mailed them.

Keen to hear your thoughts!

Paul

PS I went with a different brand machine

[Kazzl]

Good for you on speaking up Paul. Of course I agree with you wholeheartedly - women have had donkeys ages of being excluded and, conversely, being targetted by marketing that thinks it knows what 'women's work' is (mostly cleaning, cooking and kids).

Things have changed a bit over the years for us though - I used to have a collection of Women's Weeklies from the '50s and '60s. My favourite ad pictured a woman in a pretty frock, high heels, pearls and apron, waiting for her husband to come home, triumphantly holding up a plate with cake on it and the caption was 'when he comes home, feed him the real man's fruit cake!'. True.

Public opinion changes marketing. They follow, they don't lead. So keep telling the companies, keep showing them up in social media. Create the pressure and they will follow. They are only after money, so show them there's a market they're missing out on.

Love ya xxx

[Gruffudd]

I agree, sometimes I worry that there is a touch of agalmatophilia in my choice of which clothing to buy. Clearly someone in the marketing department is using that to their advantage.

[Paul]

I think there's more than a touch of agalmatophilia in marketing Rob. Most companies pay millions for the psychology behind people emotively buying their product and "Loving" their product. Apple are classic.

[Paul]

Hey lovely lady,

The reply from the company was that they will look in to it and endeavour to change the language of their advertising.

How cordial.

x

[hope4joy]

Hi Paul,

good on you for standing up to the company on this one, and bringing it to their attention. I find gender stereotyping very constraining. I used to feel plagued by not being feminine enough, according to what society tells us. I enjoy shopping at hardware stores (mostly to but sculptural materials and plants) and have really enjoyed welding and using other facilities at my uni's workshop. So yes, these stereotypes are very outdated, esp in light with people today often not even identifying with the binary gender system. And what are your sewing projects by the way? Are you a beginner or have you had a machine before? I love 'speeding' on a sewing machine - but am not very proficient at it. The threads always get tangled and I'm not always sure how to fix it!

Christina

[Paul]

Hi Christina,

OMG I love hardware shopping too! I had my toolbox stolen along with about $500 worth of sidchrome spanners and sockets and a brand new can of motorcycle chain lube! Grrrr.

My mum taught me to sew when I was 6, so I've been sewing on and off since then. I've started making my own work clothes, latest project being a pair of trousers.

I own 4 Janome machines. I do embroidery as well. It's a pity the other company couldn't understand that it's not just the "wording" what was on the brochure (which is what they said in their reply) it's what the person who was writing the marketing was thinking and also the group of people who looked at the brochure and gave it the nod. So I don't buy the "wording" argument".

Anyway I'll check their site again in a few weeks and see if they have made changes and take it up the ladder.

Paul x

[Gruffudd]

I have a little IKEA sewing machine more akin to my skill level, I am competent enough, recovering the lounge and the odd pair of track pants. It was not a gendered thing in it's marketing. Plenty in the hardware department too 😉 I quite like the modern stuff that shares a battery.

[hope4joy]

Hi Paul,

wow, learning to sew from six years old, that is impressive!! Its really great you can make clothes and do embroidery. My mum is a great sew-er too but instead of me learning I just rely on her... eek! Every time she visits, well often anyway, if I have something needing more than a button being sewn on, my mum kindly fixes it for me. Bags are her speciality though - often with a couple of different fabrics and lined, I've got about four or five different ones. I love using them because each time I remember her. Gifts of simple everyday things are great. My sewing was for uni this year, trying to make art out of an old sheet, but I'm much more handy with welding!

And ouch, sorry to hear about your toolbox, that's a real shame. It takes a lot of time and money to build up a good tool collection.

Can I ask what is special about the new sewing machine? Like does it have different capabilities in stitches or something from the ones you have? Or maybe a passion to collect machines?

And yeah I hear you, the company's discrimination was far more entrenched that just the wording. Its crazy thinking about how strong gender stereotyping still is. Good on you for following through on this and raising alternative viewpoints.

Christina 🙂

[Paul]

Hey Christina,

It's lovely to have practical things that remind you of people when you use them.

The new machine is computerised and larger than usual so if I want to make a quilt I can or if I need to sew something with the bulk on the right hand side, it fits in the machine. It also has automatic tack on and tack off a bunch of stitches I'll never use, but it's a bit nerdy and techie which I like.

My other machines are;

Overlocker

Embroidery machine

Coverstitch (look at the bottom of a T-shirt, it has two rows of stitches and on the back it has a herringbone pattern)

I love toys!