Oakley Breaks Out of Boys-Club Mentality, Looks to Attract Women
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Oakley is a powerful brand in the eyewear and sports-performance arenas, but it’s long been seen as a bit of a boys club.
The 38-year-old brand “shrinked it and pinked it” in 2005 when it launched apparel and sunglass collections for women, conceded Josée Perreault, Oakley’s senior VP-global business and the brand’s highest-ranking female executive. “Companies don’t think about the special needs females have. It’s a trap that male-dominant companies fall into. We’re totally [past that] — though there’s still some pink in our collection.”
As part of the brand’s effort to boost its women’s business, Oakley has improved its designs, placed more women in leadership roles, launched women-specific ad campaigns and started an education program dubbed “Female Speak” in stores.
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