The city of glitz set the stage for dazzling new products at the ICAST fishing trade show, July 14-16, 2010 in Las Vegas, Nev. Rainbow-colored rods and reels matched lures that snap, crackle and pop. Exhibitors from around the globe were proud as peacocks to showcase their new products, soon to be on the shelves.
The staff of the “Ladies, Let’s Go Fishing!” seminar series was impressed with the creativity of the new products, as well as the growing attention paid to the women’s side of the market. Founder, Betty Bauman commented, “We’re seeing more emphasis on products for beginners as well as designs to make fishing easier.” She described lighted line-cutting tools, hat lights for hands-free night fishing, more efficient reels, lighter rods and knot-tying tools. conservation-minded equipment included knotless landing nets, release dehookers and even chum powder with biodegradable glitter to resemble fish scales.
Women were not left out of the equation. Lighter, short-butt standup rods, inshore rods in yellow, orange, blue sea pattern and pink were shown. Across the show floor, exhibitors wondered, ‘Do women really want pink rods?’ The fact that Shakespeare introduced a line of pink rods that quickly became their top seller is an indication of the answer. One male exhibitor quipped, “I reeled in a fish on my wife’s pink rod and the other guys teased me all day!” Companies fearlessly introduced specialty products targeted at women, despite little data available on the segment.
“Manufacturers are realizing the influence of women, who spend $5 trillion a year and make 91% of the decisions,” said Bauman. “Though not the stereotype of the typical angler, they represent an enormous emerging market.”
While the industry voted for best of show, Bauman had her own top selections. “Women appreciate color choices, but they also seek quality and ease of use,” she said. One product she noticed was a knot tying tool where the line is inserted and it ties on the hook automatically. Another was a landing net that folds away for storage convenience but quickly snaps to deploy for action. One inshore lure was adjustable for fishing in deep or shallow water by filling with water. Lures that change colors from light direction made the top list. Women’s designs were well-represented by eyewear companies.
Bauman prefers products with instructions. “Imagine buying brownie mix that doesn’t show the baking time. How is one to know how to tie or use a lure, unless there are directions on the packaging?” Small packaging makes it difficult, however. Fortunately, most major rod and reel builders are ahead of the game if one knows to look for information on line and use on the product.
There are some categories that are not practical for targeting women, such as hooks, lures and terminal tackle. “Even if they came in more colors, it wouldn’t make much of a difference,” she explained.
There were a few companies with women’s fishing apparel, some technical, others with clothes decorated with fish or fish slogans for anytime wear.
Realizing men still represent two thirds of the anglers, Bauman commented, “Of course the majority emphasis is on the male market. However, there’s a huge opportunity to cultivate more female anglers with products designed for ease of use.”
Betty’s top picks from ICAST 2010
Eagle Claw – Lightweight blue-wave Blair Wiggins inshore rods with split foregrip for better feel of the bite and yellow Skeet Reese Rods with honeycomb resin and micro guides for super light weight. Skeet Reese ultra-light spinning reels.
Penn – Conventional reels that can be special-ordered with engraving and colors including tournament metallic pink.
Multi-company – Conventional reels with indicators on the inside of the reel to show how much line is left.
Freedom Hawk Kayaks – Kayaks with extendable rear sponsons for standing stability with a stand-up handle bar.
YoZuri – Color Change Technology lures that change colors according to direction of light, in many sizes and shapes.
Rapala – New X-Rap Mag series for trolling 10 – 30 feet and X-rap lures, also lures with one steel rattle ball that moves back and forth to make sound.
Streamworks – Lighted nippers, pliers and multi-mode and adjustable hat lights (there were several displays with hat lights).
Lowrance downscan imaging, 3-d interpretation of what’s directly under the boat. Trees, branches pop out. In color and monochrome.
Sebile – Stick Shadd and more awesome lures. We tried the Stick Shadd and caught/released a 100 lb. tarpon on the first cast – outfished live bait!
Aftco – Tons of new, attractive Guy Harvey apparel for women with beautiful fish!
Ono – Stylish polarized sunglasses with readers.
Pre Vent – Retractable, safe fish venting tool.
Hatcams – Mount for a flip camera on a hat for hands-free video – fun!
Gear Grabbar – Magnetic lure holder for easy access to reels and terminal tackle, even keys.
Adventure Products – Ego knotless landing nets that extend in both directions for quick deployment.
Tipsee Light Co – Light that fits on finger or reel that lights when tipped. Also fits on wine bottle -good for pouring in the dark
Daiwa – Kite or deep dropping reels with memory of where you last stopped or started reeling.
Zebco – Great selection of kid’s fishing kits, especially SpongeBob.
Old Harbor – Ultralight, breathable rain gear in four color choices with jacket and pants.
Pink Fishing – Cool selection of womens’ clothes with a portion donated to Cancer Foundation.
Salty Bones – “Save the Gulf” stickers and shirts, pirate-themed fishing shirts.
ColeTrain Marketing – Packaged towels that keep you cool for hours.
Click2Knot – Knot-tying at the push of a button.
Dr. Vent dehookers, chum with biodegradable glitter resembling fish scales.
Power-Pole – New remote control anchor pole design with faster anchoring, circle cuts and more colors, even red! New 4′ version.
Lunker Lather – Fisherman’s hand soap scented with anisette.
Rhodan – GPS anchor – Controls the trolling motor to hold your boat in one spot without the need to anchor.
Jus-Grab-It Glove – Velcro-attached glove on a belt – slide your hand into the cut-out glove with one hand while holding the rod in the other. Retractable pliers attached.
Caliber – Trigger-operated deep hook remover.
Glo-Pro Lures – Lures with adjustable buoyancy (fill with water so lures swim deeper), also insertable glow sticks for murky water. Fish in many conditions without changing lures.
Cisco fishing systems – Rod holder with quick release, easy to remove rod when heavy fish is on.
Quick Fillet – Fillet boards with pegs to hold the fish in place.
Girls Fish Too – Women’s fishing apparel.
Mustang Survival – Pink inflatable PFD’s.
Shimano – New Curado 50 that’s lighter than your wallet – 3-4 ounces – that’s rod AND reel combined. New Zeta spinner combo in champagne pink, Trinidad series and more.
For more information on the “Ladies, Let’s Go Fishing Seminar Series, visit the ladiesletsgofishing website or call 954-475-9068 in Ft. Lauderdale, FL. The final 2010 seminar is scheduled for Nov. 12-14 in Islamorada, Florida Keys.By: Betty Bauman
