MARKETING AND CONTACT POINTS: Mondraker and Yeti
MARKETING AND CONTACT POINTS: Mondraker and Yeti
The Mondraker women’s bikes have slightly different geometry, and the Yeti Beti women’s bikes are identical to the men’s, except for the colour. We spoke to Thomas Dibley, who represents Marketing for Silverfish, who distribute Mondraker and Yeti.
“The Mondraker bikes have narrower handlebars, slightly shorter crank arms, and women’s specific saddle and then the top tube is a few millimeters shorter. The only reason for the shorter top tube is that the Neva women’s bikes aren’t a ‘version’ of any men’s frame, it’s a bike specifically designed from the ground up to fit a woman. The saddle, handlebars and cranks are the real differences, and a few floral designs to satisfy the more feminine female who really wants the girly look.”
Marketing to encourage women?
“Some women just want a women’s specific bike – and brands have to make something available if women are looking for that. There is no difference, but brands can’t just say “this bike is unisex” – that doesn’t sound good to somebody who is seriously buying a bike. Women have already been sold the idea of a women’s bike.
“Not all women need a women’s specific bike. But some do. What I mean is, if your physique and body shape suits a women’s specific designs better than a man’s bike with a few adjustments, then that’s your fit. But you might also, equally, have a shape that fits a men’s bike. Women are more radically different in terms of proportions than men are – so you need a greater range of sizes.”
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Suspension: It’s all the same…
“In terms of suspension – women can definitely ride men’s bikes. In the old days, suspension used a physical coil spring, and that way you had to change the spring based on your body weight, which is costly and difficult to do. It’s all air now, so you put the pressure in, and set it up exactly the same – there’s no reason women need a women’s specific bike to get the suspension right. The only reason you need a women’s bike is if that bike fits you better.”