Forbes published an interesting article explaing how low attention to specific  female characteristics (gender washing) risks to undermine love and loyalty to a brand.

This happens because of the naive stereotypes about women’s attitudes and interests.

In 2007 Harley-Davidson overcame this obstacle trying to reach women public in a totally different way from competition. Instead of proposing maneuverable and less aggressive bikes, Harley-Davidson focused on training: during “Garage Parties” ladies could try and learn how to drive a motobike. Ladies appreciate and confirm their loyalty to the brand.

http://www.forbes.com/sites/onmarketing/2012/02/22/how-gender-washing-can-kill-brand-love-and-loyalty/

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