Gendered role communication in marketing blue-collar occupational gear and clothing in the United States

Abstract

Considering the need for gender equity in the workforce, this research explores social construction of gender; how that construction relates to work; and, subsequently, how gender construction influences the design and marketing of work clothing and personal protective equipment (PPE) for women working in blue-collar occupations. To explore the phenomenon, a content analysis of products and advertising images in seven websites selling blue-collar work clothes and PPE was used. Collected data suggests work clothing and PPE designed for women is limited in terms of size, design, and number of products available. It was also found that there exists a cultural discomfort with portraying women as competent blue-collar professionals in the advertisement of work clothing. The research provides a discussion of guiding ideas for improvement in the design and marketing of products for women workers in blue-collar occupations. Findings suggest design and marketing images could be improved to better reflect and appeal to women purchasing and using these products.