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.