Welcome to tog.com - Information on Womens clothing

"It's a man's world" is one of those old adages that ought to be retired because it's just not true any longer, except in the world of wearables.

As more women take places in the executive suite and on the production line, their political and economic clout is felt and recognized throughout society. So why, at the dawn of the Third Millennium, is our industry largely overlooking this segment of the population?

That question helped shape the teamCo philosophy from our inception in 1994. Being female-owned helped us recognize the need for a strong focus on women's issues, needs and desires. The fully 60 percent of our independent sales force that is comprised of women provide a perspective and viewpoint that's essential in capturing a place in the market for women's wearables.

What's your Womens' Wearables I.Q.? Your true/false answers to the questions below should provide some indication. Read and answer the questions in bold first, then go back and compare my responses -- based on my experience selling with and to women -- with yours. Good luck.

1. Salary is more important to women than recognition.

False. While salary is very important to women, the pleasure derived from being recognized for a job well done is universal. In today's business environment, where a premium is placed on controlling expenses and retaining good employees, a well-developed recognition program is especially appropriate.

2. Most ASI vendors carry plenty of wearables for women.

Marginally true, but only to the extent that women are usually sold smaller sizes of men's shirts and other "above the waist" wearables. Marginally false because where are the stylish women's slacks, shorts, skirts, skorts and the like?

3. I've been in the business long enough to know what women want.

False. One thing I've learned working with women is they've forgotten more about sizes, colors, style, fabric, wearability and clothing utility than most men will ever learn.

4. Women like most of the same wearables and merchandise as men do.

False. Men generally like shirts with a loose fit; some women do, too, but many don't. And where men often find appeal in gadgets, women prefer quality accessories. That's why teamCo has to obtain distribution rights to many well-known, non-ASI companies normally carried only in the finest department stores. These lines of jewelry, purses and accessories, for example, allow us to present a broader appeal to successful working women.

5. Men and women enjoy most of the same recreational activities at outings and company events and should, therefore, like the same wearables.

As a full-service travel and event-planning company, teamCo's experience would indicate this statement is marginally false. While women do enjoy the golf links or tennis court, they also devote more time to spa and "comfort-related" activities than men.

6. Brand identity is more important to men than women.

False again. Everybody enjoys being part of a successful team. A distinctive color or logo application for a top-performing team can provide peer recognition, customer awareness and a healthy competitive spirit for the workplace.

7. Women are more aware of quality in wearables than men.

This one's a toss-up, but true more often than not. In its quest to provide quality wearables at all price points, teamCo has even taken the unusual step of having certain wearables privately made to our specifications and then labeled with the teamCo brand. This helps us fill some important gaps in women's wearables that most ASI vendors have yet to address.

8. Women's needs in wearables are important, of course, but don't men control most of the budgeting and purchasing?

Don't go there. If you think this is true, you've sadly underestimated the influence of women workers and decision-makers at all levels and in all facets of business and business planning. Time to wakeup, my friend.

9. But women are only half the population.

False; they're more than half, actually. They're the majority who probably won't wear your shirts, blouses and sweaters when the quality, color and style aren't there. Most men, sad to say, will wear just about anything. If you doubt me, checkout the hardware store some Saturday morning.

10. Because teamCo is female-owned, your opinions are probably biased.

True -- with the real-world bias that comes with awareness and experience. In other words, the best kind.

How did you do? Obviously there are no "right" or wrong" answers, just an awareness that comes from examining the issues. And maybe a few more sales from better serving the growing market for women's wearables.

Steave Keith is President of Long Grove, Ill.-based teamCo. The company assists businesses of all sizes in providing recognition via a rich mixture of wearables, merchandise, travel, awards and events.