Women eager to buy upland clothing - Arms and the Woman

Shooting Industry, May, 2003 by Lisa Parsons-Wraith

Lampke said women have been skeptical about the fit of the clothing, but once they try them on, they're thrilled.

"We're using a (manufacturing) house that makes women's wear. So we get a better fit," Lampke said.

So far, the response to the Upland Series has been very positive, according to Lampke.

"There's been no resistance on price. Women are so happy seeing something actually made for them, that they're not concerned with price at all," Lampke said.

That's good news for dealers who want to attract women to their store. Lampke said Beretta will continue to study the marketplace and fill in the gaps in women's shooting apparel. A woman's shooting vest, two shooting shirts and a short-sleeve Cool-Max line of shooting shirts are already in the works.

Women will be delighted to see these high-quality shooting garments in your store. As Lampke pointed out, women have been looking for clothing made just for them and loyal customers are born out of giving the customer what she wants.

Remember, clothing has an excellent profit margin, so stocking this line could really put some cash into your register.