Hi TT, read your article
In my (limited, just 2 years regular cycling, mostly utilitarian) experience, the question is a bit vague.
Your article mixes up two kinds of cycling, the cycling for sport, assumed to be a bit competitive, needs specific clothing, and the utilitarian cycling - riding to work, shops, meeting friends in town.
Can't comment on the sport's attire, you are probably right there in stating that some is not very flattering, could put girls off from joining clubs/fast rides because they could think twice about donning Lycra shorts, go to the gym in baggies instead.
I say could, obviously there are solutions for the determined: often I wear a flouncy shortish skirt on top of my padded shorts if the ride requires a lycraed bottom
Done my first 100 miles recently hiding the wobbly bits with a pair of summer linen half leg shorts on top of the cycling ones, normal tee on top, lots of other women at the event were similar attired.
Now, if the cycling to be marketed at women is the "everyday" cycling, surely the problem lies not in the advertising, but in the lack of gear to advertise!
There is not really a good range of ladies clothing suitable to wear on the bike while going about on ones daily business. Some brands (designed by pro women cyclist) are emerging, bit pricey for what I've seen, will post a few links if I find them.
I don't really want to wear my yellow hi-viz jacket when meeting friends to the theater, have to until I find a similar warm waterproof jacket in normal colours.
So, yes, this kind of issues can well put a girl off from taking up cycling for transport: cycling overshoes to Tesco anybody?
I'm a bit dubious about Rosie Dowies statement:
"As a fan of black kit and A roads I struggle to identify with marketing campaigns that think I'll buy more stuff if it's got flowers on it and is designed for use on a segregated cycle lane."
Never knew there is gear designed to be worn on segregate lanes only. I guess she means visibility, of course you can wear black, make your bike very visible nevertheless.
The bit about being scared of entering cycle shops is surely a generalization? Are the same women timid on entering B&Q? Guess this is a matter of assertive personalities, not cycling specific.
In conclusion, I think what puts women off from (utility) cycling is fear of traffic first, fear of arriving at the destination looking rugged second.
The first can be aided by training, practice and reading Cycle Chat
the latter ... I'm still working on this, any help appreciated!
