Designing what women want to buy without alienating men is the Holy Grail for retail product design. With women making or influencing over 80% of the purchases of furniture and consumer goods, everyone should be practicing our Genderblend covertly feminine product design process. Unfortunately, not everyone can. Sometimes it takes a husband and wife team to show companies the path to incremental sales is through women and covertly feminine product design. Sometimes it takes someone outside your company to break the political correctness holding back market success.

Covertly Feminine Product Design Success

In our recent Brainstorm to Box video series, we discuss how we have been successful with covertly feminine product designs that appeal to women without pinking, shrinking or defaulting to gender neutral for over 20 years. Most organizations are not set-up to allow a battle for the sexes in the political correct, hyper-litigious environments. Allowing sexist debate in our design process reveals the gender design code for us. The resulting Genderblend design strategy is the key to the retail sales success of our products and what makes us unique as industrial and furniture designers.

Brainstorm to Box (2) – How to Design What Women (and Men) Want from Hazz Design on Vimeo.

Our successes in covertly feminine product design or Genderblend, as we typically call it come from our ability to be honest in the design process. To not be afraid of actually talking about what women (and men) want. To be able to add details, colors and features that are not sacrificed for cost but become an essential part of the product’s marketability and selling points. Every time we have placed a product into retail, they outsell the other gender neutral options. Our biggest successes have been our office chairs at Staples and Costco where there is an even greater percentage of female shopper demographics than some other mass market retail stores.