What do woman want?

I started my new job this week, one of my roles is to find industry reviews on cycling products we sell and input them onto the website. I have spent my week looking through cycling magazines and online review sites.

It dawned on me that there are very few reviews for woman's kit, possibly as there is very few woman's kit on offer anywhere.

It is starting to improve though. At least there is more then one pair of shorts on offer on the various websites.

Last year I visited the cycle show in London and asked various suppliers about the amount/type of woman's specific items they were selling/creating. My responses were generally not to helpful and sometimes just plain rude.

So why is it that bike companies still aren't supplying a decent variety of kit?

I did ask at work what kind of issues they were having when it came to woman specific items, what are they stocking, what sells, and why. It was an interesting reply. They get woman's kit in, it doesn't sell. They put a forum up on the website asking woman what they are looking for and they got no response, their customer base is mostly male.

So where are the woman spending their money? What type of kit do they want? Do woman not shop online because they would rather go shopping in a store, make a day of it with their girlfriends? (I bloody wouldn't) Do they only want to buy cheap tack? Do they really like pink and flowery? What the hell do woman want?

Its an ongoing issue and one that baffles me. I spend money on good kit because its what works. I prefer woman's specific kit if possible because its made to fit over my chest and backside. I don't like pink, or flowers and I want to have the same amount of selection as men do. But am I the only one?

If woman aren't willing to spend the money on kit then why would a company waste money making or selling it.

What do woman really want?