Marketers Have Tools to Target 'Urbane Tomgirls'

April 7, 2008

Marketers Have Tools to Target 'Urbane Tomgirls'

A few weeks ago, a story in the New York Observer observed an emerging subset of gals, which it dubbed "Urbane Tomboys." The reporter, seemingly slumming as the Margaret Mead of Manhattan's lower quarters, revealed that there are actually tribes of city girls who aren't roaming around in high heels and sparkly lip gloss, but do like boys. The subhead read: "Eschewing makeup, enjoying a game of pickup basketball, and maybe eyeing your boyfriend! It's the New York woman's answer to the metrosexual." This received lots of hoots and hollers from readers. "I'm pretty sure this article was written in 1950," said one post at Gawker.com. "[Reporter] Meredith Bryan should next check out this new rock 'n' roll music I'm hearing so much about." While the "Urbane Tomboy" may be trendy, she's hardly a new phenomenon. Anyone who has seen a movie, attended a concert or, basically, has gotten out of their house in the last 20 years knows this. Still, it's worth pointing out, as

Amsterdam, The Netherlands-based firm Trendwatching.com did in its "Female Fever" post last August, how marketers are increasingly catering to women who dabble in more manly togs, tools and toys lately.

The site showed a myriad of destinations for women who are as comfortable in the garage as they are in the kitchen. Barbarak.com, founded by the former head of a major New York City construction firm (who happens to wear lipstick), offers roadside safety and do-it-yourself home repair tool kits. Tomboytools.com sells "fashionable matching construction apparel." Meanwhile, Street Diamond Motorcycles offers bikes that are lighter and thinner and allow women's legs to reach the ground comfortably.

Vacations CONDENSED ; Mmmm ... Mmmm ... good and quick, too

JILL SCHENSUL, STAFF WRITER

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