Women’s Technical Clothing: Fit, Form and Function

Back in June 2021, our Podcasts triggered a conversation about the fit of women’s technical clothing and it couldn’t have been more timely.

In just a few seasons, we have shifted from end of season rails stacked full of size 16 clothing that hasn’t sold to buying discussions with suppliers about why they do not have a size 18 in their range as it becomes more and more noticeable that we aren’t always able to accommodate active female customers who are keen to buy technical clothing brands.

There are a number of reasons behind this – not least because of the change in our customer demographic as more folks holiday in the UK during the pandemic- however, we are also facing the reality of a mature customer base, a more diverse customer base (hurrah!) and a longer term national change in body shape due to lifestyle and diet. (The shape of things to wear: scientists identify how women's figures have changed in 50 years | The Independent | The Independent) Both Joe Browns and The Climbers Shop are proud to offer a 50/50 male/female range where possible. As a small independent company run and owned by a couple who climb, hike and run it is extremely important that we do so. Those taking the time to read our Big History will also understand that it was Joe’s wife Val Brown who ran the shops to support the family while Joe continued his path to become one of the best climbers of all time. Therfore, it is extremely important that we adapt to ensure we continue to accommodate our customers who identify and actively use technically branded equipment within the outdoor environment we all love.

 Before talking in depth with our suppliers we wanted to explore what our customers wanted and in truth, try to understand just how big the market may be. With the help of local Swimming & Hillwalking Guide Suzanna Cruikshank, we arranged for an online symposium to talk about the fit, form and function of women’s technical clothing which we advertised to our customers via our social media and newsletter platforms. With just a weeks notice, over 50 ladies registered with over 32 - 35 joining us on the evening. You can watch the whole event here:

It’s fair to say that this is a complex issue which doesn’t just affect women nor can it have a swift resolution owing to the long supply times in our industry.

BUT

We are very pleased to announce that having shared this information and provided a customer voice directly to our suppliers who have certainly sat up and listened. We have shared this video with our staff for training purposes (in particular to understand how intimidating our shops can be), many more discussions have been triggered within festivals and forums and from next Autumn we are very pleased to be offering a choice of technical waterproof jackets and trousers up to size 18.

It’s small steps but we are listening and very proud to continue to provide a voice for our customers as part of our commitment to being the best little independent shops we can be.

2022 Update:

Earlier this year Mountain Equipment recruited a plus size model to review their size range, we can now offer up to a size 20.

Rab have also increased key styles within their range so that we now stock up to a size 18.

It’s small steps but when you head over to our website and click on clothing, you can choose “Shop By Size” in the grey left hand filter bar and click size 18 & 20 to find out exactly what we have in stock. Our stock is live so you can also choose to search from your location or type in Llanberis, Capel Curig or Ambleside to see which of our shops has your size in stock so you can come and try on technical clothing to get the right fit for you.

So spread the word & tell your friends - we are actively expanding our range to become more inclusive.

But more importantly - get outside and enjoy your time in the hills!

We are also working to make our technical shops less intimidating, not only do we usually have female members of staff available but we have lots of free resources to learn about kit ready to chat through what items will work for the activities you enjoy. Check out our Buyers Guides and lighthearted podcasts where Cathy & Wayne bust the myths on technical kit.