Clothing retailers are gearing up for a big sales month for women’s hockey gear, and they’re expecting to see a surge in demand for the apparel.
While the trend has seen some players get a little bit excited about the upcoming season, the majority of apparel retailers are still expecting a little less excitement.
“The anticipation of women’s ice hockey is pretty strong right now, so I think that is the first step to having a bit of a cool season,” said Sarah Smith, a manager with online store Stance.
Smith said that while the majority are excited about this new season, some women are still skeptical about the sport.
“We’ve had a couple of seasons where we’ve had some women say, ‘I don’t want to go to the rink,'” Smith said.
“But then we’ve seen some really big numbers and a lot of women saying they want to play.
So, we’re definitely excited about that.”
Some retailers are also trying to be prepared for the inevitable backlash that could come from women dressing as their favorite hockey players.
“You never know who is going to be upset about this and I’m sure that we will see that, but I think we will be in the best position to be able to capitalize on that,” said Julie Hagerty, a marketing director at the clothing retailer Stance Women’s Hockey.
Smith is one of many women in the industry who are excited to get their hands on these new products, and she says it will help with her business.
“It gives me a little more confidence to be in a position to talk to customers and make sure they understand what they’re getting into,” Smith said, “because they may not even have any preconceived notions about what a woman in the business looks like, or what their role is.”